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Red Bull Racing Campaign 2020

Red Bull Racing Campaign 2020

2020

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 was a shift from previous Red Bull Racing Projects in Singapore due to the emergence of the COVID-19 pandemic. As the Red Bull Racing projects were usually held in conjunction with the Singapore Grand Prix, a cancellation of the race meant a need to shift the direction of the campaign. In order to continue to drive support of the Red Bull Racing team, an in-store sales activation, and digital campaign was created.

The instore sales campaign was aimed at driving the sales of Red Bull Energy Drink among local consumers, rewarding customers with exclusive prizes upon participating. However, the main component of this campaign was to ensure continued support of the sport and race team despite their absence in the country for the year.

The digital campaign was driven through social media, mainly Instagram, with Red Bull Racing driver, Alex Albon, inviting fans in Singapore to ask him any question. While Max Verstappen was the more popular driver among the team’s local supporters, Alex Albon was chosen as the face for this digital campaign to inspire and connect with local audiences through his relatability as a Southeast Asian athlete.

His response to questions posted by fans was recorded and published on Instagram, earning Alex Albion new fans among the Singapore audiences, and Red Bull earned the favor of consumers by delivering on the promise to continue to connect them to World of Red Bull experiences despite physical distances.

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