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Red Bull Racing: Singapore Grand Prix 2018

Red Bull Racing: Singapore Grand Prix 2018


Red Bull

Red Bull Racing Formula 1 is one of the biggest properties of the Red Bull Global Brand. Since 2008, Singapore has been a part of the Formula 1 tour, becoming the first-ever Formula 1 Grand Prix Night Race. In line with the Singapore Formula 1 Grand Prix, Red Bull Singapore returns to drive awareness for its Formula 1 Team and bring unique World of Red Bull experiences to consumers.

This project encompassed an in-store sales activation (CAP) to drive product sales among local consumers, and content production shoots to drive team and brand affinity among local audiences.

To help build awareness of the CAP, a digital activation was launched to increase visibility beyond the store aisles. This digital activation was launched on Instagram and Facebook and leveraged the reach of local influencers and Opinion Leaders.

Two content production shoots were held to create content for both the race team and the local office. One tested the drivers’ creative capabilities by having to open a local delicacy, The Chili Crab. The second showcased the drivers using a unique form of transportation to tour the Singapore Grand Prix track – a trishaw, a historical mode of transportation in Singapore. Both content videos produced led to a total viewership of 1.7 million views on Red Bull Racing’s FaceBook page.

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