MAKE 10,000 HEADS TURN by Maxus for Red Bull

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Industry Soft Drinks
Media Promo & PR, Case study
Market India
Agency Maxus
Released October 2009

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: RED BULL INDIA
Product/Service: ENERGY DRINK
Date of First Appearance: Oct 2 2009 12:00AM
Entrant Company: MAXUS, Mumbai, INDIA
Managing Director: Ajit Varghese (Maxus)
General Manager: Kartik Sharma (Maxus)
Business Director: Anish Appukuttan (Maxus)
Investment director: Pratik Rathod (Maxus)
Business manager: Dhara Ajmera (Maxus)
Group Head: Pascual Monteiro (Maxus)
Business Manager: Nikhil Iyer (Maxus)
Business Executive: Vikash Modi (Maxus)
Investment Executive: Annie Trinidade (Maxus)
Media placement: Live Stunt And Event - Malls And Coffee Shops - 2nd October 2009

Results and Effectiveness
In merely 10 days, this execution generated 15,000 online recorded conversations in Mumbai. And free PR in print and television worth 1 million Indian Rupees. A staggering 26,000 youth turned up to watch the event, in a 20,000 capacity area. We used Red Bull cans to make Formula 1 car for a Formula 1 event, organised by Red Bull. It was a solution created for the brand, using the brand and also became the medium.

Creative Execution
We contacted young artists from the famous JJ School of Arts in Mumbai, and using 1906 empty Red Bull cans we created a life size replica of a Formula 1 car. World’s first Formula 1 car made out of tin cans. This concept was never done before. We displayed this eye-catching installation accompanied with a message in back drop mentioning the date of event. Everyone who saw it started talking about it, the event and about Red Bull. This art was displayed free of cost across six key shopping destinations and youth hangouts across Mumbai, reaching out to 10,000 thousand youth in just 10 days. Additionally, popular newspapers and TV channels covered this artistic creation and another 50,000 Mumbaiites got to know. Every exposure had double the impact as it was truly innovative and captivating.

Insights, Strategy & the Idea
Red Bull organised a never before done event in India. They got a Red Bull Formula 1 car to race the prestigious Bandra-Worli sea-link bridge in Mumbai. A pre-event communication had to be created to attract Red Bull’s core audience, the youth, to this event. Youth like sharing and discussing interesting information. We used this insight and adapted it to create a unique media execution that bought Formula 1 and the Red Bull together.