Event & concept development in Stockholm - Red Bull Ultimate Driver
Event & Marketing – Launch in Sweden
Industry: Energy drink
Concept development, influencer collaborations & social media
Did you know that Louder was the key to Red Bull’s success in Sweden? Through our concept and execution, Red Bull became a trendy product in Stockholm, with the Royal Palace, the Swedish Parliament and Café Opera as a backdrop.
Challenge: Red Bull struggled to penetrate Stockholm’s most exclusive restaurants, where the product was considered ‘peasant’. To change this, we created the “Red Bull Ultimate Driver”, where a so-called Dark Driver visited selected restaurateurs with a white, embroidered glove. These restaurateurs also got to take part in a racing course with some of Sweden’s best drivers.
The target group
We wanted to reach professional drivers and car drivers, who traditionally preferred coffee. Before the campaign, only 1 in 10 drivers considered swapping coffee for Red Bull.
The event
We invited 16 professionals and a secret guest (a royal participant) to create buzz. The final had room for 32 participants, who qualified from all over Sweden. The permit to close off the streets of Stockholm took six months to negotiate, resulting in a unique racing experience.
Result
Amateurs competed against professionals, and the Prince’s participation attracted a lot of attention. After the event, 9 out of 10 invited restaurants started serving Red Bull, and 8 out of 10 professional drivers switched from coffee to the energy drink.
