Captivating a global audience

Leveraging the international attention focused on one of the most-hyped racing events of the year – the inaugural Las Vegas Grand Prix – we created IWC x AMG Speed City: a unique pop-up desert camp and racetrack in Las Vegas.

Speed City was designed to provide an immersive experience in Formula 1 racing and to showcase our client’s products, heritage and expertise against the stunning backdrop of the Mojave desert.

A bespoke area was designed for IWC to host watchmaking classes, and IWC and Mercedes-AMG hosted panel discussions attended by global media and celebrity guests with Lucy Hedges, Technology Editor at the Metro, hosting.

We held a sunset race between Mercedes-AMG drivers Sir Lewis Hamilton and George Russell, accompanied by a record-breaking drone light show using more than 1,000 drones to light up the Nevada skyline.

The strategy was centred on creating an impressive spectacle that would cut through during a major global moment, with the goal of generating coverage and raising brand awareness and share of voice for IWC.

We created broadcast and online content which our teams on the ground in the US and the UK circulated to media outlets globally – making the event highly shareable even for media not in attendance.