Challenge Client: Barbican Client: Barbican Agency: Ogilvy Agency: Ogilvy When alcohol-free malt beverage brand Barbican wanted to maximise reach in the KSA market, particularly young Saudi Arabian males, they knew they needed to create the ultimate product sampling experience tailored to the very specic audience. As well as the face-to-face element, a preferred interaction method in the Middle East, Barbican also wanted a digital element to the campaign to improve the engagement across the brand’s Facebook account. Barbican RoadshowSolution When insights revealed that young males in the region loved cars, video games and drinking the beverage socially, EMS along with the brands’ creative agency Ogilvy, created the ‘ultimate car gaming experience’.Featuring 8 high-spec driving simulato

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