SPARQ at LA Auto Show

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Summary

SPARQ, the Official Automotive AI Partner, made a dynamic first impression at the LA Auto Show 2024. FGPG transformed SPARQ’s vision into a groundbreaking presence that celebrated its leadership in automotive AI through immersive, tech-forward experiences. 

SPARQ offers a device that transforms vehicles into interactive AI systems, enabling car owners to monitor and manage their vehicle’s health through advanced diagnostics and predictive maintenance. Their presence at the auto show aimed to introduce and promote their innovative automotive AI solutions to a broader audience.

The Ask

SPARQ’s mission was to debut as a pioneering force in automotive AI. FGPG was tasked with creating an experiential space that introduced SPARQ’s innovations to a vast and diverse audience including journalists and the broader automotive media while leaving a lasting impression.

The show, hosted at the Los Angeles Convention Center, welcomed hundreds of thousands of attendees between November 22 and December 1 (Press Day: November 21). SPARQ needed an interactive experience that guided visitors through their groundbreaking AI technology, culminating in high engagement, social buzz, and brand recognition.

SPARQ at LA Auto Show

Challenge

FGPG faced the challenge of creating a cohesive journey for attendees in a bustling environment filled with automotive giants, across two key convention center locations with outdoor media coverage. The goal was to differentiate SPARQ through an intelligent blend of storytelling, cutting-edge technology, and memorable activations.

 

Solution

FGPG designed an engaging, multi-faceted experience that seamlessly combined innovation with interaction:

  • Main Booth & Activation Spaces:

The main booth featured dynamic stations for onboarding, demos, and immersive product showcases. Attendees could explore SPARQ’s technology through:

  1. Registration experience
  2. Demo/onboarding stations
  3. Full LED in-car experience
  4. Multiple product displays and vehicle screen POVs
  5. Standout 3D SPARQ photo op served as a must-visit visual centerpiece
  • Immersive Activations: FGPG designed a customer journey.
  1. Welcome: Registration at a branded entrance
  2. Onboarding: Digital demos showcasing SPARQ’s AI in action
  3. In-Car Experience: Hands-on interaction with SPARQ’s interface
  4. Giveaway: Exclusive branded devices at the gifting station
  • SPARQ Everywhere:

Beyond the booth, FGPG extended the SPARQ experience with:

  1. A large SPARQ billboard
  2. Branded stairwells and escalators, ensuring visibility across the venue.

Results

  • SPARQ’s debut at the LA Auto Show was a resounding success:
  1. Engagements: Over 10,000 accounts onboarded, averaging 1,000 daily.
  2. Giveaways: Distributed 10,000+ branded devices, with 200 gone within the first hour of Press Day.
  3. Press Highlights: SPARQ gained significant media traction through press coverage, influencer features, and attendee-generated content.

The immersive booth and high-energy activations generated a launch buzz that educated its core audience, positioning SPARQ as a leader in the automotive AI space.

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