Velèctric Semi-virtual Fair Project.

The Velèctric Fair, organised by the Human Resources and Environment Department of Reus City Council, is an annual flagship event designed to promote sustainable mobility through hybrid and electric vehicles. Owing to the COVID-19 pandemic, the 2020 edition was cancelled, creating an urgent need to relaunch the event in 2021 under strict health measures and capacity limits.

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Requirement

Ensure the fair’s continuity by advancing the municipality’s strategic goals in sustainable mobility and the Sustainable Development Goals (SDGs), while fully complying with public-health regulations to avoid a second cancellation.

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Proposed Solution

We deployed an immersive virtual platform, accessible via web link and QR codes displayed on city-centre digital advertising panels (MUPIs). In this virtual environment:

• Each exhibitor had a bespoke stand with their branding, showcasing videos, images and detailed technical specifications of their vehicles.

• Visitors could interact directly via live chat, email and links to exhibitors’ official websites.

• Attendees could book live test-drive appointments.

• The official opening ceremony was streamed through the platform, featuring active participation by the Mayor of Reus.

 

Results and Benefits

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• The immersive virtual world achieved high engagement, with over 700 citizen visits between 9 and 18 June 2021.

• Cutting-edge technology delivered an innovative, interactive experience, allowing visitors to explore vehicles and engage with exhibitors in real time using avatars and live chat.

• A safe, attractive experience was guaranteed, eliminating health risks while sustaining Reus’s strategic position in promoting sustainable mobility.

• The creation of a virtual community boosted participant interaction, strengthening civic commitment to electric and hybrid mobility.

 

Strategic Impact

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• The use of advanced immersive technology underscored Reus City Council’s innovative leadership in sustainable initiatives in line with the Reus 2030 agenda.

• Participating companies significantly enhanced their visibility and reputation, projecting a modern, tech-savvy image suited to emerging digital realities.

• The project laid the groundwork for future virtual and hybrid events, demonstrating the potential of immersive worlds as a tool for municipal activities.

 

Conclusion

The 2021 Velèctric project stood out for its innovative application of immersive technologies to overcome exceptional challenges. This approach not only ensured the event’s continuity but also increased citizen participation, offering a unique, interactive experience that will inform the development of virtual communities for future initiatives.