Purolator

To help Purolator break into a new target demographic, Gelia developed a high-energy sponsorship activation at Formula DRIFT, one of the fastest growing motorsports series in the U.S.

Gelia’s event activation team crafted the “Smoke Tires, Not Motors” campaign, aligning Purolator’s filter expertise with the excitement of Formula DRIFT. Gelia designed and executed an interactive experience, including a branded tent where fans raced RC cars, won exclusive Purolator swag and learned about the brand's offerings in an engaging, hands-on way.

Over the 4-month series, more than 2,000 fans visited the activation, creating an unforgettable brand moment—not to mention the 2.4 million in additional reach via organic social media content, amplifying Purolator’s presence beyond the event.

With this activation, Gelia not only showcased Purolator’s innovative spirit but also demonstrated how strategic sponsorships and event activations can drive meaningful consumer connections.