Ahead of the Grand Prix, we were challenged to activate and manage a global event for IWC Schaffhausen and Mercedes-AMG to launch the new IWC AMG Mercedes partnership watch and the new Mercedes-AMG GT Coupé car – an existing idea from the client.

IWC, founded in 1868, is known for its unique engineering approach to watchmaking, combining high-quality craftsmanship with cutting-edge technology. IWC and Mercedes-AMG have been partners since 2004 - one of the longest-standing collaborations between a watchmaker and an automotive brand.

Our brief was to amplify the AMG x IWC Speed City experience, with the objective of generating as much national and international media attendance and global coverage as possible, and increase brand visibility and SOV for IWC in relationship to its F1 Grand Prix PR Activation.

We have maintained a strong relationship with IWC for several years, working together on global media relations strategies and content creation.

In collaboration with IWC, Mercedes-AMG and their creative agency, Amsterdam Berlin, ‘AMG x IWC Speed City’ was created – a unique pop-up desert camp and racetrack in the iconic Speed Vegas event-space. Speed City was designed to provide an immersive experience in Formula 1 racing, and to showcase our clients’ products, heritage and expertise, against the stunning backdrop of the Mojave desert.

Leveraging the international attention focused on one of the most-hyped racing events of the year, the concept included a sunset race between Mercedes-AMG drivers Sir Lewis Hamilton and George Russell - who drove the newly-launched Mercedes coupé model - accompanied by a record-breaking drone light show using more than 1,000 drones to light up the Nevada skyline.

The space showcased both racing and watchmaking: a bespoke area designed for IWC to host watchmaking classes, and IWC and Mercedes-AMG hosted panel discussions – attended by global media and celebrities.

With the Grand Prix taking place on a Saturday, we harnessed the attention focused on Las Vegas and the presence of global media, influencers and celebrities in the days leading up to the event. We activated our space throughout the week and hosted the sunset race on Tuesday - generating opportunities with global media who were on the ground to cover the Grand Prix and maximising coverage.

We created broadcast and online content in the form of web video and B-roll content, and provided social cuts for the IWC social teams. Our teams in Vegas and the UK circulated content to media outlets globally. This approach made the event highly shareable, even for media not in attendance.

Our production team filmed the event, and footage was also used to create a hero film for internal engagement at IWC, providing an overview of the week’s activities to share with colleagues.

We managed all media activity at Speed City, inviting 130 hand-picked guests - including 60 top-tier media outlets, influencers and celebrities such as actor James Marsden, artist Will.i.am and model Jordyn Woods. It was one of the most sought-after tickets in the city.

We worked with Lucy Hedges, Technology Editor at the Metro, who hosted a discussion with Christian Knoop, IWC Chief Design Officer and Robert Lesnik, Head of Exterior Design at Mercedes-Benz, discussing product and design.

On race night, attendees saw a dramatic sunset over the desert followed by a race between drivers Lewis Hamilton and George Russell. A record-breaking 1,000 drones then lit up the night sky, with their final formation displaying the names of IWC and Mercedes-AMG.

After the race, Hamilton and Russell were interviewed by Mercedes-AMG Petronas F1 Team Principal & CEO Toto Wolf and F1 legend David Coulthard, as well as multiple media outlets.

The event was an enormous success, engaging audiences globally and raising awareness of IWC’s partnership with Mercedes-AMG. We received on the ground feedback, with media personally sending the team notes of gratitude and enjoyment thanking us for such a great event.

The activation generated:

● 616 pieces of coverage in over 34 markets globally including all IWC key markets

● 448 broadcast hits, including all positive mentions on top-tier media outlets like Sky Sports News, Sky Sports F1, Access Hollywood, E! and Extra

● 186 hits to online lifestyle, luxury and sports channels including Sky Sports F1, ESPN

● Euros 11,500,000 AVE

● 70+ international media attendance over two days