Collaborate Global Announced Winner at Campaign Experience Awards 2024
Independent experiential agency Collaborate Global has been named winner of the Outdoor Experience category at Campaign’s Experience Awards for 'eBay Garage at Goodwood’s Festival of Speed'. The work was also shortlisted in the Debut Event category.
Celebrating very best practice across the industry, the Awards were judged by leading brand experience specialists, co-chaired by Melissa Noakes, head of sponsorship and events at Santander and David Ogiste, founder, Nobody's Café. James Davis, director strategy, Insight and Effectiveness, HSBC UK; Sophie Delo, brand experience and partnerships, Pernod Ricard UK; and Julia Arenson, head of creative operations, Specsavers Creative were part of the jury line-up.
Comments Collaborate's CEO and co-founder Ben McMahon, "We're thrilled to bring home the award with our terrific partners eBay and EssenceMediacom. It was a truly collaborative effort - together we created an iconic experience for eBay's first visit to Goodwood full of fun, interaction and outstanding results. A great story of how an idea becomes an exceptional experience. Massive thanks to all our teams for making this possible."
In partnership with EssenceMediacom, Collaborate orchestrated an extraordinary celebration of eBay's community of automotive tinkerers and enthusiasts at Goodwood's world famous Festival of Speed.
The idea was simple: focussing on the joy of sourcing car parts and DIY with the insight that beyond saving money, the journey itself is hugely satisfying. Opportunity was seized - the DIY spirit was brought to life, with a live version of eBay that Goodwood visitors could jump inside.
The immersive experience went beyond visually stunning, sustainable production and became a hub for sharing, learning, and excitement.
One of challenge faced was how to avoid the brand being overshadowed by traditional automotive giants in the space. So, with a strategy of nurturing engagement through play, a series of activation zones were created within Ebay's Garage. These included:
The Climbing Wall made of used car parts: designed to maximise dwell time and position eBay as a dynamic player in the automotive sector - with a Top-Gear themed 'fastest time' board to heighten excitement.
Find, Fix & Win: a sensory meridian response style game.
The Museum: from the flux capacitor to a signed Goodwood magazine, exclusive items auctioned through eBay's platform, with proceeds donated to eBay’s charity partner.
'Buy It Now': the live link inviting guests to find the perfect auto part by uploading their car registration, instantly accessing available parts on the platform.
'Ask the Expert': a dedicated information space to answer specific queries about used car parts.
Results were stellar - with the experience achieving one of the busiest debuts ever recorded at Goodwood. In addition, an impressive dwell time of nine minutes, double the event standard. A massive crowd of 80,500 visitors with 21,000 actively engaged fans. An exceptional 10 percent guest retention - 8,040 people returning the following day.
Campaign recognition is the latest in a series of awards for 'eBay Garage at Goodwood': named winner of the Best Open Air Experience at The Drum Awards, and, winner of the Best Live Event at Race Media Awards.
