Speed City, the unique pop-up desert camp, won over F1 revelers. Heres how [Video]

Winning The Drum Awards for Experiential Luxury Gold is The 10 Group and IWC Schaffhausen with ‘Captivating a global audience at Speed City Vegas’. Here is the award-winning case study.

Having maintained a strong relationship with IWC Schaffhausen for several years—working together on global media relations strategies and content creation—The 10 Group was tasked with developing a new creative idea for a global launch event and activating and managing it. The event acted as the launch moment for IWC’s new partnership watch with Mercedes-AMG and Mercedes-AMG’s GT Coupé car.