Formula 1’s guest experience in Paddock club, however exclusive, didn’t communicate the same brand messaging as the rest of its advertising. Formula 1 was, therefore, keen to see Sebadore’s tech-driven ideas.

 

Sebadore introduced Teslasuit to Formula 1 and proposed a world’s first activation called ‘Feel the Drive’. Teslasuit is the world’s leading full body haptic suit across the manufacturing and oil & gas industries.

 

Guests were invited to ‘Feel the Drive’ by immersing themselves in Lewis Hamilton’s qualifying lap at Barcelona. Sat in a simulator seat and wearing AR glasses, the haptic suit replicated the forces of the Formula 1 car by embedding the car’s telemetry into the suit.

Feel the Drive was recognised by the Sport Industry Business as the #3 Most Innovative use of Technology in Sport in 2019.