Test-Track Day: Heavy-Truck Product Launch Experience
A heavy-truck manufacturer gathered 400 attendees — dealer network, clients, press and influencers — for three days of immersion on a test track near Clermont-Ferrand. Designed by WMH Project, the experience turns a dual product launch (electric and conventional powertrains) into a full learning journey blending track drives, phygital workshops and business-tool demos.
Why choose a test track as a launch setting?
A research and test centre offers a backdrop no convention hall can replace: fast and winding tracks, varied surfaces, technical architecture. The venue itself becomes an argument. Located near Clermont-Ferrand, it lets attendees feel innovation in real conditions rather than hear about it in a room. The affinity between the host site's world and the manufacturer's stakes creates instant coherence: precision, performance, safety.
How do you structure a dual product launch over three days?
Two technologies (electric and next-generation conventional) are presented as a single global solution. The typical journey lasts one day: welcome and licence checks, opening plenary, split into five groups, then rotation across five workshops with a lunch break. Three days let the first be dedicated to the dealer network and the next two to clients, press and influencers, with an identical format but a tailored approach for each audience.
What is a phygital workshop at a product event?
Static workshops combine physical presence with digital layers. An exhibition space stages six key components, augmented by smartphone-triggered augmented reality (WebAR, no install). A digital table hosts a total-cost-of-ownership simulator: each participant creates a profile via QR code, follows a personalised scenario and leaves with a summary PDF. An offline-capable AI assistant rounds out the setup in skills, sales or quiz mode.
How do you measure attendees' skills progression?
A ten-question smartphone quiz is offered on arrival and replayed at the closing plenary. The gap between the two scores measures the day's learning impact and feeds a certified qualification process. This simple device turns an event into a genuine training tool, with a progression indicator usable afterwards.
How do you handle press and influence on a confidential site?
With photo and video banned on site for security reasons, a branded photocall and photobooth are set up in an authorised content-creation zone. Journalists and influencers get early arrival, an exclusive small-group moment (backstage, expert exchange, extended time with test drivers) and premium goodies. A press kit and technical sheets complete the welcome.
What logistics for 400 attendees on an industrial site?
A multi-audience registration site centralises data and personalises journeys. Shuttles link hotels to the track and regulate on-site movement. A team of hosts and hostesses manages welcome, badges, cloakroom and wayfinding. Catering favours refined buffets, permanent breaks and live-cooking animations, with hotels and a regional dinner downtown to extend the experience.
Designed and orchestrated by WMH Project — We Make It Happen.
FAQ
How many attendees can such a test-track day host?
This setup gathered 400 attendees over three days, split across dealer network, clients, press and influence, with an identical journey tailored to each audience and rotation in groups of around twenty.
How do you combine track drives with product education?
The programme alternates dynamic on-track workshops (electric and conventional drives) with static phygital workshops, led by certified trainers and drivers, with an entry and exit quiz measuring skills progression.
What are the phygital workshops mentioned?
They blend physical presence with digital tools: augmented reality on components, a total-cost-of-ownership simulator on a digital table and an offline-capable AI conversational assistant.
How do you manage content creation on a confidential site?
With filming banned for security reasons, a branded photocall and photobooth are set up in an authorised zone, letting guests and influencers produce official visuals in a controlled setting.