We challenged 165 of Europe’s top media and influencers to put Zeekr’s 7GT to the test, designing an immersive two-day mountain drive that proved its dynamic capabilities.
Moving the 7GT from a debut model to a proven performance powerhouse: We didn’t just plan a driving experience; we converted Europe’s tier-1 media into Zeekr brand advocates.
Designing the proving ground
The experience began at the Kimpton Los Monteros, a 5-star resort that set a premium tone from the start.
The event began with journalists being immersed with a presentation, highlighting the journey Zeekr has been on in 5 years and explaining what comes next for the brand, finally culminating in a design walkaround with the Chief Exterior Designer. A 3-course dinner followed on the Terrace set against the 7GT – building anticipation before the Day 2 drive.
The Day 2 drive was a curated 3-hour route that climbed directly into the Andalusian mountains. We selected roads with sweeping curves and dramatic elevation changes, allowing drivers to experience the 7GT’s confident composure and dynamic agility firsthand.
Culture meets performance
To anchor the drive in a memorable brand narrative, the journey paused near Ronda at Almazara el Toro, a design-led olive oil mill by Philippe Starck, that brings together precision production, avant-garde architecture, and local agricultural heritage.
Guests experienced the ‘Finger Tip’ parking installation upon arrival, before stepping onto the terrace for coffee and traditional Ronda sweets. This anchored the high-performance drive with a sensory experience of local culture, before drivers continued their route toward Calvert Studios.
Calvert Studios provided the perfect backdrop to present a 5 year line up – showcasing the vehicles currently in Europe with presentations and opportunities for key spokesperson interviews, as well as well as ample opportunities for content creation.
Imagination delivered an exceptional dynamic driving experience for the all-new Zeekr 7GT. From flawless execution on the ground to enabling high-impact content creation and strong media results, the team demonstrated true partnership and expertise throughout.
Wouter Vink CMO, Zeekr Europe
The result: Building the momentum
Following months of close collaboration with Zeekr, our role went beyond route planning. We managed complex vehicle logistics, remote parking demonstrations, and structured driver changeovers for 165 guests, ensuring a seamless, premium experience.
By creating these high-impact touch points, we successfully nurtured key media relations and built the momentum needed for Zeekr’s wider European market launches.
The Drive was a huge success. Media from across Europe got to experience an incredible car, and the beautiful journey along the Marbella coastline offered the ideal backdrop for a daylight demonstration of the full product range.
Ross Wheeler Head of Live, Imagination
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