CHALLENGE
Red Bull tasked us to design a campaign encouraging consumers to create an emotional connection with the brand using sport as the anchor – while increasing spontaneous reach and awareness about Red Bull and its sponsorship with Brad Binder.
INSIGHT
Our strategic insight was that South African consumers do not know Brad Binder, as they do not watch Moto3, Moto2 or MotoGP.Binder.
STRATEGY
We took a through-the-line approach, leading with a communication strategy that would target patriotic South Africans and MotoGP fans and turn them into a powerful army of advocates.
MESSAGE
Our message:
Raise your flag for Brad Binder – led by the hashtag ALL41BINDER.
INCENTIVE
By showing their support, consumers stood the chance to join Brad at the Spanish MotoGP in 2020.
CAN DESIGN
To seed this message, we designed a customized Brad Binder Red Bull can which directed consumers to the campaign microsite.
RESPONSIVE WEBSITE DESIGN
Here, consumers could get to know Brad better through high-energy story-tellling content pieces like Binder in 41 seconds and Brad’s Journey from childhood to MotoGP.
BRAD’S JOURNEY
To enter the competition, we engaged consumers with the sport, Brad Binder and Red Bull through a series of interactive AR filters which consumers could use to send Brad their message of support.
AR FILTERS
At points of sale, we raised broad-based awareness with campaign-driven freestanding units and supporting collateral, incentivising trade teams with custom-made trade kits and an opportunity to join Brad Binder at the Spanish MotoGP in 2020.
POINT OF SALE & TRADE PRESENTER
A full on digital campaign rolled out on bought, earned and owned platforms which ensured maximum reach with existing and new audiences.
IN PARTNERSHIP WITH 2AM AGENCY.
contact us
- Adriaan Anderson
- +27 82 452 9560
- adriaananderson5@gmail.com