SOMOS Experiences marks a before and after with the launch of Moeve

We were the agency in charge of designing and executing the event that marked a milestone in Cepsa's history: its transformation to Moeve. With more than 90 years of legacy, the company took a bold step into the future, presenting an innovative and sustainable proposal, without losing sight of its proud history.
The challenge posed by Cepsa to our team was ambitious: to create a unique event that would impact all key audiences in a single day and turn them into loudspeakers for the new brand. Madrid was the epicentre of the experience, but the event transcended borders, connecting simultaneously with the headquarters in Tenerife, San Roque, Huelva and Lisbon.

Live transformation: from red to blue
The transformation of a Cepsa space was one of the most striking moments. A spectacular blackout accompanied the speech by Maarten Wetselaar, CEO of Moeve, who led the audience on a journey into the future of the brand. A symbolic detail, the lanyards, turned from red to blue, marking the official birth of Moeve and making the participants the protagonists of the change.
The key moment came when, to make attendees fall in love with the new brand identity, the stage screen opened like big doors, inviting them to discover an environment designed to experience it.

Innovation and emotions at the heart of the experience
The activations were the driving force of the experience, reflecting some of Moeve's core values: courage, hope, passion and team. These immersive moments not only captivated attendees, but also demonstrated a display of innovation and technology commensurate with the scale of the event:

• Courage: connected all sites live, allowing employees to share their enthusiasm.
• Hope: offered a glimpse into the future of the brand through an immersive room.
• Team: invited participants to record messages with TikTok-style filters.
• Passion: engaged attendees in their impact on the brand.
• Fan Zone: transformed Moeve into a lovebrand.

A historic day in which SOMOS Experiences involved more than 900 people to make an unforgettable experience possible.