Initials delivers "escape room" driving experience to mark 70th anniversary of car brand Abarth

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by David Prior

Independent agency Initials marked Abarth's 70th anniversary year with a one-off, escape room-style driving experience called The Takeback.

Twenty-four competition winners were invited to attend the activation - created by Initials with production by The Halo Group - at Bicester Heritage in Oxfordshire.

The activation enabled potential buyers to experience the "visceral thrill" of an Abarth 595, owned by Fiat Chrysler Automobiles.

Guests were taken on an immersive journey by actors to retrieve a piece of stolen art and overcome a number of high-octane challenges, including a heist briefing and a series of high-speed getaways.

Limitless provided the driving experience, with film content provided by Bravespark.

Andrea Lo Presti, Marketing Director at Abarth, said: “Initials really understood this thinking and brought our brand to life through their creative concept. We wanted the experience to reflect the fact that Abarth allows you to explore the boundaries of your individuality, seeking out the unconventional, and Initials delivered this perfectly.”

Rachel Bateman, Head of Experiential at Initials, adds: “Abarth is a niche brand, one that appeals to drivers who are keen to avoid the obvious. These are ambitious, independent, spirited individuals, so we designed an experience that would appeal to them in a genuinely engaging, exciting way, while allowing them to experience for themselves everything the model has to offer.”

Initials also works with clients including Heineken, PepsiCo and Twinings.