Red Bull: RED BULL SPEED STREET

Credits & Description:

Category: Best Use of Experiential Marketing in a Promotional Campaign
Advertiser: RED BULL INDIA
Product/Service: RED BULL FORMULA 1
Agency: JAGRAN SOLUTIONS (http://www.jagransolutions.com/)
Chief Operating Officer: Pawan Bansal (Jagran Solutions)
National Head: Pankaj Raj Kumar (Jagran Solutions)
Associate Business Head: Samrendar Singh (Jagran Solutions)
Head - Account Planning: Jitendra Rajora (Jagran Solutions)
Associate Business Head: Jaswinder Singh (Jagran Solutions)
Senior Creative Director: Ankur Sharma (Jagran Solutions)
Manager - Operations: Pratul Dubey (Jagran Solutions)
Account Planner: Abhishek Bhowmick (Jagran Solutions)
Media placement: On Ground - On Ground - 1 October 2011
Media placement: TV Coverage - News and Sports Channels - 22
Media placement: Print Coverage - National and Regional Dailies - 114
Describe the objective of the promotion.
With Formula 1 marking its maiden presence in India, and Red Bull being prime sponsor of a team, it wanted to give Indians their first taste of F1, and thereby communicate Red Bull’s association with F1. Red Bull wanted to exploit the opportunity with the following objectives in mind:
• Create buzz around Red Bull’s association with the first ever Indian Grand Prix;
• Drive attention towards Red Bull’s team and build a following;
• Create a platform around Formula 1 to gather earned media;
• Largely connect Red Bull energy drink with exciting sports and hence with enthusiastic youth;
Describe how the promotion developed from concept to implementation.
Formula 1 championship was proud moment for all Indians. Therefore, a win-win model for all stakeholders was devised for the brand, the government and ambitious people. We conceived the idea of Daniel Ricciardio putting on a grand show at India’s most prestigious location, India Gate.
On October 1st 2011, 2.5 kilometres of Rajpath was coloured with the brand Red Bull. A band called 'Indian Ocean' performed breath-taking numbers; professional bikers, ‘Ghostriders’, showed mind-blowing stunts; a convoy of Renault SUVs amazed people. At 15:45, a much-awaited moment took its course when Ricciardio completed 3 laps in a Red Bull Formula 1 car reaching a speed of 350 km/hour.
Explain why the method of promotion was most relevant to the product or service.
The strategy adopted reversed the tables and created an uncontested space around the event for Red Bull, 1 month before the F1 race. We garnered the association of the government, the excitement of Indians and the interest of the media, and therefore crafted a moment of pride for all by organizing the event. In order to fulfill the objectives, the strategic location and the appropriate time of the promotion played a key role.
Describe the success of the promotion with both client and consumer including some quantifiable results.
The event was witnessed live by over 50,000 people.
The number of people reached through different media: 191,140,536.
Total-earned media-value generated: INR 86,522,817.
Total Print Media Coverages: 114.
Total Television Coverages: 22.
The Red Bull fan-base increased online as well as offline, making Red Bull synonymous with first ever Indian Grand Prix