Our client, a leading financial institution, wanted to strengthen its relationships with its highest value clients through a different and innovative a la carte experience.
Basing the communication on the “Challenge” concept, using a self-drive experience, we designed a trip which combined parts of the mythical Paris Dakar Rally with a tailor-made route over the Atlas mountains following the scenes from the film “Babel” starring Brad Pitt.
As well as having a highly specialised team, we raised high pre-trip expectations by using an introductory personalised video starring the TV explorer who was going to go on the trip with the guests.
Every little detail was thought out so that our guests would be comfortable, have personalised care and for the convoy to travel in safety, in the context of an adventure which involved crossing isolated stretches of land, inhospitable yet fascinating.
Our team was led by Paris Dakar Rally pilots and included a team of specialist doctors. It was a group of highly specialised professionals, with enormous practical experience in dealing with all sorts of unexpected surprises which might arise in a location as special as the desert, plus a back-up helicopter.
The route was laid out ad hoc for the group, combining Rally sections by means of dunes, with difficult-to-get-to and hidden valleys, ending in the area used for the natural backdrops from the film “Babel” starring Brad Pitt. We chose the same team of suppliers which had looked after the Hollywood star while the film was being shot on location.