With sales figures flat and without a client brief, we challenged ourselves to think of how we could make people sit up and take notice of go karting and in-turn, increase bookings.
Taking inspiration from the resurgence of 80s pop culture and the increase of experience seeking consumers, Big Cat’s Innovation Team ‘Pounce’ developed a brand new concept from scratch. A UK first, Glow Karting uses a state-of-the-art lighting system to deliver an incredible new take on traditional karting. When the main lights turn down, the track is illuminated by UV strips, karts and helmets glow fluorescently in the dark, and 80s music fills the room.
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.
Uptake on Glow Karting was 61% for the month of February, worth £8,300 in additional revenue, which meant Maidenhead surpassed its revenue target, while the paid social advertising campaign for February half-term saw a 5:1 ROAS (return on ad spend). Glow Karting now accounts for 72% of karting income and its popularity is increasing, attracting families and groups seeking a new and unique activity.
“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