Crown kicks off the experiential leg of their integrated campaign for DENSO’s newest product launch, the Iridium TT spark plug in Russia’s Moscow City Centre.

On Monday 26th October, the DENSO Track 2 Track campaign will see two experienced female racing car drivers in branded cars drive from Moscow to London. The route begins at the Formula 1 designed Moscow Raceway, the perfect venue to showcase the power and technological advances of the new Iridium TT. Featuring Russian driver of the FIA GT3 European Championship Natalia Freidina and British driver, television presenter and motoring journalist Rebecca Jackson, they were specifically chosen to represent DENSO’s largest markets for spark plugs (Russia and UK respectively). Natalia and Rebecca will also be competing against one another at race tracks along the route for the fastest lap times during designated press events.

The route will see the drivers visit 9 countries over 10 days, covering 3,000km:

  • Moscow, Russia
  • Minsk, Belarus
  • Poznan, Poland
  • Czech Republic
  • Vienna and Spielberg, Austria
  • Frankfurt, Germany
  • Spa, Belgium
  • Netherlands
  • France
  • UK

Activating this experiential activity in partnership with specialist automotive PR agency Performance Comms, the event will become the showcase for the launch of the new Iridium TT. Press events at famous race tracks along the designated route will take place, including Brno (formerly Masaryk) Race Track, Osterreichring (Red Bull Ring) Race Track and Spa Francorchamps before the team arrive at Brands Hatch for the UK press event. Demonstrating the spark plug’s high performance, the branded cars will be rigged with cameras inside and outside of the cars, as well as having a roaming camera for location shots. Daily updates will be published on all social media platforms, documenting the entire experience along the way.

Follow the Track 2 Track campaign here: