Abarth revs into its 70s with adrenalin-fuelled campaign by Initials


This weekend independent creative agency, launched The Takeback, a one-off, escape room style driving experience for Abarth.

The event is part of FCA-owned Abarth’s 70th anniversary celebrations.

From over 1,000 competition entries, 24 lucky winners, accompanied by two guests each, were invited to attend the unique activation. The show was created by Initials with production by The Halo Group.

The Takeback event was hosted at Bicester Heritage in Oxfordshire, the former RAF base’s racetrack and aircraft hangars.

Abarth 595 experience

The activation enabled potential buyers to experience the visceral thrill of an Abarth 595.

Time to take Abarth: Auto brand roars into its 70s

Guests were taken on an immersive journey accompanied by a series of actors to retrieve a piece of stolen art. This involved overcoming a number of high-octane challenges, including a heist briefing, rescuing artwork and a series of high-speed getaways.

Guests had the opportunity to get behind the wheel themselves. They also got to experience the true power and performance of the Abarth 595 during a hair-raising stunt drive experience.

Limitless provided the driving experience. Film content was by Bravespark.


“Abarth is for people who believe that being an individual requires boldness, commitment and conviction”, Andrea Lo Presti, marketing director at Abarth, said.

“Initials really understood this thinking and brought our brand to life through their creative concept.

“We wanted the experience to reflect the fact that Abarth allows you to explore the boundaries of your individuality, seeking out the unconventional, and Initials delivered this perfectly.”

Niche brand

Rachel Bateman, head of Experiential at Initials, added: “Abarth is a niche brand, one that appeals to drivers who are keen to avoid the obvious.

“These are ambitious, independent, spirited individuals, so we designed an experience that would appeal to them in a genuinely engaging, exciting way, while allowing them to experience for themselves everything the model has to offer.”

Halo MD Gareth Chappell said: “It’s been an absolute pleasure working with the team at Initials on this exciting event.

“The campaign had a distinct point of difference with a strong emphasis on originality and really benefitted from an engaging creative with a theatrical angle.

“The unique nature of this brief also played to our own strengths and my team really enjoyed immersing themselves in the world of Abarth.

“We very much look forward to working with their team again in the future.”