Berlin Hosts The World’s First Electric Convoy At Formula E


BMWi took over the streets of Berlin with the first-ever electric vehicle convoy through the city. ‘Berlin Electrified’ sought to generate mass awareness of the Formula E season finale, with two groups of influencers on a unique trip experiencing Berlin’s vibrant culture and bringing fans along for the ride.

Each team was tasked with a set of content challenges including SIM racing and a special BMWi3 Sound Machine activity during their trip, while fans were asked to vote for their favourite team via Twitter and Instagram using the hashtags: #BMWConvoyEsports or #BMWConvoySound.

To bring the event to a close TRO facilitated a strategic activation between BMW and Formula E to deliver a unique all-electric or hybrid Drive-In Cinema experience, providing customers, fans and partners with the best view of the race action, further elevated through a special live performance from renowned music artist, Lost Frequencies.

Client Partner, Rob O’Siochain, commented: “TRO believe in the importance of shared experiences, now more than ever. This activation, which was turned around in record time, demonstrated how brands can still deliver for their consumers during challenging times, whilst respecting and following important COVID19 regulations.”

For further information please contact Annie Mbagwu on:  Tel: +44 208 232 7214 / Mob: +44 7531 096331 Email:

About TRO

TRO is a global leader in brand experiences, having been awarded as The Drum’s Experiential Agency of the Year in 2018.

TRO is famous for live events, sponsorship activation, product trial and more for current clients including BMW, British Airways, Google, Molson Coors and Lucozade Ribena Suntory.

The agency has offices in London, Manchester, Norwich, Milan, Paris and Shanghai and is part of Omnicom Experiential Group (OEG) along with, Auditoire, DoIt!, GMR Marketing and Luxury Makers.

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About Omnicom Group Inc.

Omnicom Group Inc. is a leading global marketing and corporate communications company. Omnicom’s branded networks and numerous speciality firms provide advertising, strategic media planning and buying, digital and interactive marketing, direct and promotional marketing, public relations and other speciality communications services to over 5,000 clients in more than 100 countries.