New approach explores whether live brand experiences can do more than drive engagement – can they change perception?
UK, THURSDAY 9 JULY – Experiential agency TRO, part of Omnicom, is showcasing a new approach to measuring the impact of live brand experiences through its latest work at this year’s Goodwood Festival of Speed.
Combining audience insight, experience design, creative technology and real time measurement, TRO has developed an immersive activation that explores one of the biggest questions facing the automotive industry – can live experience change perceptions of electric performance vehicles?
Created for BMW to coincide with the unveiling of the BMW M Concept Neue Klasse at Goodwood, the activation demonstrates how experiential marketing can move beyond creating memorable moments to delivering measurable insight into audience sentiment.
Performance has long been synonymous with emotion for BMW M. But as the automotive industry transitions towards electrification, many enthusiasts remain unconvinced that electric performance cars can deliver the same emotional connection as their combustion engine counterparts.
To explore whether live experience can help shift those perceptions, TRO created The Legacy Continues – an immersive, multi-sensory installation that transforms more than 40 years of BMW M heritage into an experience designed to reconnect audiences with the emotion at the heart of the brand. Through a carefully choreographed combination of light, sound, dynamic content and sensory storytelling, visitors are invited to experience the next chapter of BMW M for themselves.
Alongside the creative experience, TRO integrated an advanced, camera-based emotion analytics system directly into the installation. Optimising the platform’s tracking software specifically for this activation, TRO is able to capture and interpret audience data in a much more intuitive and impactful way.
The project showcases TRO’s Experience Impact approach, which focuses on understanding how live experiences influence behaviour and commercial outcomes. Rather than relying solely on traditional experiential metrics such as attendance, reach and dwell time, the activation explores a more valuable question: can experience genuinely change what people think and feel?
Andrew Orr, Managing Director at TRO, said:
“This project represents an exciting evolution in how experiential marketing is measured. Creating memorable experiences has always been important, but brands increasingly need to understand what those experiences actually achieve. Live experiences generate emotional reactions that are immediate, authentic and largely unfiltered. By combining creativity with technology and measurement, we’re able to better understand how those moments influence perception, strengthen brand connection and ultimately shape future behaviour.”
As brands look for more meaningful ways to build connection in an increasingly fragmented media landscape, experiential marketing is evolving beyond a channel designed purely to create memorable moments. Through projects such as BMW’s Goodwood activation, TRO believes the future of experiential lies not only in capturing attention, but in understanding and measuring its ability to influence perception.
ABOUT TRO
TRO is the end-to-end experiential agency delivering Experience Impact. We help brands convert consumer passion into sales potential. Creating visibility in the cultural moments people care about, deepening connection through participation, and converting that momentum into action, from data and leads to sales.
Experience Impact is our operating system: an integrated model spanning strategy, creativity, design, data and delivery, built to turn attention into measurable outcomes from the outset – not bolted on at the end.
We take full responsibility for the experience journey, from strategy through to delivery and measurement, across product launches, pop-ups, festivals, sponsorship activations, roadshows, exhibitions and conferences.