Context

ABARTH is an atypical brand, both reflecting a lifestyle of its own and expressing a passion for motorsport and performances. This aspirational brand attaches great importance to its community and organises the Abarth Day each year, a unique event at the heart of the Scorpion brand’s universe. 

Objective

Offering Abarth customer community a brand experience with high emotional value, while showcasing the range's new models.

ORECA Events solution

Devising an on-track programme that is fully imbued with the brand's DNA, combining parades of cars from all eras, free practice sessions coached by expert drivers, on-road test-drives and workshops; and creating a village for people to meet and socialise, dedicated to Abarth lifestyle.