VIP Off-Road Test-Drive Event in a Quarry near Marseille
WMH Project designed and produced an off-road truck test-drive event for an international manufacturer, staged in a mineral quarry near Marseille. Across nine days and five sessions, 250 construction-industry decision-makers tested a full range in real conditions, within a zero-waste scenography drawn from the world of the building site.
Why run client test-drives in a quarry?
A construction vehicle isn't judged on a booth: it's judged on the ground. WMH Project chose a mineral quarry near Marseille as the main stage, offering concrete, mud, sand and rock on a single site. The invited construction-industry decision-makers drove the off-road range in real conditions — climbs, towing, obstacle crossings — to experience the machines' robustness and reliability first-hand. The drive becomes the argument.
How do you structure a nine-day, five-session programme?
The chosen format: five two-day sessions, 50 clients per session, accompanied by internal teams and demonstrators — 250 decision-makers in total. Each test day followed a precise rhythm: welcome and equipment, plenary, briefing, rotating workshops across four 68 sqm dome tents, dynamic test-drives, lunch and spectacular highlights. An arrival day with dinner preceded each technical day, with accommodation in a 4-star seafront hotel and dedicated shuttles.
How do you create a memorable, zero-waste scenography?
The first impression was built with ephemeral signage repurposing site objects: an entrance gate made of water tanks, stencils of sand and coloured aggregates, rock sculptures, projections. A 200 sqm hospitality structure hosted plenaries, breaks and lunches, reconfigured throughout the day. The "desirable and sustainable" approach favoured equipment rental and reusable fittings over disposable sets.
Which highlights leave a lasting impression?
Beyond the test-drives, the experience relied on emotion: track rides in side-by-side off-road vehicles led by a professional driver and a motoring journalist, a trial-bike show with spectacular stunts leaping from truck beds, and a convivial barbecue aligned with the industrial theme. Each participant received a personalised helmet, event-branded boots and a 64-page passport to be stamped at every workshop.
How do you embed CSR into an industrial event?
Responsibility was translated concretely: a responsible purchasing strategy favouring rental and life-cycle analysis, local suppliers, and voluntary offsetting via a tree-planting programme. Messages around decarbonisation, range electrification and social inclusion were woven into the narrative, making eco-responsibility a lever of differentiation rather than mere signposting.
Designed and produced by WMH Project — We Make It Happen.
FAQ
How many participants attended the event?
250 construction-industry decision-makers, spread across five sessions of 50 clients each, accompanied by internal teams and demonstrators over nine days.
Why choose a quarry as the test-drive venue?
A mineral quarry offers concrete, mud, sand and rock on a single site, allowing off-road vehicles to be tested for robustness and reliability in real conditions.
How was CSR embedded in the event?
Through a responsible purchasing strategy favouring rental and product life-cycle, local suppliers, zero-waste scenography, and voluntary carbon offsetting via tree planting.