Giving karting a glow-up.
With sales figures flat and without a client brief, we challenged ourselves to think of how we could inject new life into go karting, make people take notice and in-turn, increase bookings.
Turning instinct into action
Taking inspiration from the resurgence of 80s pop culture and the increase of experience seeking consumers, Big Cat’s marketing sprint team, Pounce developed a concept from scratch. A UK first, Glow Karting uses a state-of-the-art lighting system to deliver a new take on traditional karting. When the main lights turn down, the track is UV illuminated, karts and helmets glow in the dark, and 80s music fills the room.
“Big Cat proactively approached me with the Glow Karting idea. I loved it! It was a business growth idea with relatively low investment, but has had a significant impact on helping us stand out in the activity market. They developed a distinctive identity and compelling content for Glow Karting, including a fantastic video.”
Jack Bishop, Commercial Manager
From the initial idea through to interior theming, developing the visual identity and running a digital marketing campaign, Big Cat helped Absolutely Karting turn a me-too karting offering into a fully immersive karting experience like no other in the UK.
Glow Karting's popularity is increasing, attracting families and groups seeking a new and unique activity.
within three months of launch
For February, which meant Maidenhead surpassed its revenue target
Return on ad spend
is now accountable to Glow Karting