Formula E - Saudi

Ad Diriyah

The Brief

The Events House were asked to create a series of interactive activations to represent the historic launch of Formula E in Saudi Arabia, with a series of road shows across the country and the production of the final event in Ad Diriyah.


The event was coinciding with incredible cultural changes and milestones in Saudia Arabia with live events, concerts and a major sporting event. The prominence on the production and quality of the event was huge, with many royal visits and huge media presence.

10m x 10m Structure

Virtual Experiences



We managed the logistics of a stunning brand new Gen 2 Formula E delivered from Donnington Park to the first event in Al Khobar. Saudia were a title sponsor of the event and required the car in several locations in the build up to the race


We created a historic, prize winning, Esports competition as part of the road show. The competition used Ipads and a Formula E level on the Real Racing By EA Games. We created and managed a microsite for all registrants, worked with the GSA and governing bodies from Saudia Arabia to ensure legality and strong marketing presence for the competition. The culmination of the competition was the delivery of a £150,000.00 prize pool.


As well as some standard activations with racing and driving simulators, Icaros VR, reaction tests and a Formula E Education zone for children, we also created an incredible new exercise based activation using Wattbikes. The activation used the power data produced by the Wattbikes, to effectively make a new and interactive, digital version of Scalextric. We added the Ad Diriyah track map to the 80” table screen to finish the effect.

In partnership with Blink Productions, we delivered (against some serious challenges throughout) a series of successful events to represent the historic event. See you 2019 Saudi Arabia.


The Events House


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