2014 Winners & Shortlists

The Brief

Globally Red Bull ‘s communication platforms range from flying competitions to jumping from space.It was no surprise then that Red bull was finding it difficult to connect with women in Saudi who could not take part in and relate to the typical Red bull activities and their affiliation to the brand was low. We had to find a way to connect with Saudi women.

Describe how the promotion developed from concept to implementation

We decided to turn the restrictions we faced into an opportunity:Saudi Arabia is the only country in the world where women aren’t allowed to drive,but the driving cause had been recently revived on social media through campaigns such as #oct 26th,#nowomannodrive & #womentodrive. Inspired by these campaigns we decided to empower women to drive.We created a kart racing competition where women in teams of three could design their kart, and if shortlisted by a jury could build their kart and race it in a final relay race.We promoted the competition across Saudi in universities,radio, a viral video and in malls.

Describe the success of the promotion with both client and consumer including some quantifiable results

Even though the client set the target at 500 applications- We managed to get 2,864 applications for teams of 3 out of 10,000 flyers printed (28% return). The activation helped Red Bull grow their female database with over 8,622 new female contacts. 24 teams ended up being chosen and participating. Even though expected attendance to the event was 500 to 600 people the venue filled up with 1000 spectators who watched Red Bull give the first driving license to the winning female team.

Explain why the method of promotion was most relevant to the product or service

Not only did we find an activity that women would enjoy and relate to but we built on Red bull’s values of being daring and innovative in the market. Our activation also required our audience to use both their bodies to race the karts and their minds to design and strategize, staying true to red bull’s promise of revitalizing body and mind.