Initials launches immersive driving experience to celebrate Abarth’s 70th anniversary year


This weekend Initials, the independent creative agency, launched The Takeback, a one-off, escape room style driving experience for Abarth, part of FCA, to celebrate the brand’s 70th anniversary year.

From over 1,000 competition entries, 24 lucky winners, accompanied by two guests each, were invited to attend the unique activation, created by Initials with production by The Halo Group. Hosted at Bicester Heritage in Oxfordshire, the former RAF base’s racetrack and aircraft hangars made it the perfect venue for The Takeback.

The activation enabled potential buyers to experience the visceral thrill of an Abarth 595. Guests were taken on an immersive journey accompanied by a series of intriguing actors to retrieve a piece of stolen art and overcome a number of high-octane challenges – from a heist briefing, to rescuing artwork to a series of high-speed getaways. Guests had the opportunity to get behind the wheel themselves as well as experience the true power and performance of the Abarth 595 during a hair-raising stunt drive experience.

Limitless provided the driving experience. Film content was by Bravespark.

Andrea Lo Presti, Marketing Director at Abarth, says: “Abarth is for people who believe that being an individual requires boldness, commitment and conviction. 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.”

Managing Director of The Halo Group Gareth Chappell comments: “It has been an absolute pleasure working with the team at Initials on this exciting event. The campaign had a distinct point of difference with a strong emphasis on originality and really benefitted from an engaging creative with a theatrical angle. The unique nature of this brief also played to our own strengths and my team really enjoyed immersing themselves in the world of Abarth. We very much look forward to working with their team again in the future.”