2015 | Finalist | Best Use of Out of Home/POS Media
Advertiser: RED BULL PRODUCT OF EUROPE Brand: RED BULL Creative Agency: - Credits: -
The Challenge
RedbullAirRace event was launching first time in Malaysia and if successful it would return to the region. We had a grave challenge of ensuring that we made enough impact to pull a crowd of 20,000 people (paid tickets) to an event which was unknown.
Insight, Strategy and the Idea
We had a direction in mind, as this one of a kind event will attract both the locals and the tourists landing into KL. Strategy: Map the consumer blue-print: We looked at creating a roadmap of the consumers from the Airport to the citycenter ensuring to capture both consumer groups. Create engaging touch points: We created a route of OOH touch-points that teased, allowed engagement and created repeated reminders. Adding Functionality: We had to ensure that the consumer had the opportunity to purchase tickets online on this mapped journey that we had created. Idea: The Golden Triangle Flight Path
Media Execution
The Golden Triangle Flight Path:
Results and Effectiveness
The science and art of the flight path created instant reminders, engagement and fascination for the consumer: Ticketed Attendance to the event: 40,500 (more than double) Tickets bought through the flight path journey: 7000! Internal Client Survey: 61% awareness for Airrace event in Klangvalley & 50% of respondents quoted OOH being the source of awareness