Red Bull needed to have activation assets to fully exploit its investments in F1 and Motorcycle racing with its Rookies Concept. In addition to the F1 programme already being run for the client in the UK we conceived the idea to design, build and manage a totally new concept in experiential customer engagment, by designing and project managing from the ground-up the building of two technically advanced motorcycle simulators.
Our project management included: design concept, supplier sourcing, engineering, manufacturing, electronics design and proving, PlayStation hardware and software integration, asthetics and experiential realism.
Our delivery management included: brand guardianship on behalf of Red Bull, event site recces, logistics delivery of the programme throughout the UK and Ireland, storage and maintenance, training delivery and operational staff, promotional staff, branded wear for the marketing delivery team, event feedback and ongoing programme improvement recommendations.
The programme was launched at a round of British Superbikes and was deemed an instant success experientially when several of the riders requested Red Bull management to be able to use the simulator to practice the Donnington Circuit!
On launch to customers the programme was immediately heavily in demand and became oversubscribed by wholesalers, retailers, nightclubs and other key account Red Bull clients throughout the UK and Eire, instantly beginning to generate business volume sales wins for both Red Bull and their clients.
This lateral thinking invented stand-out experiential attractions and in turn revenue streams that would generate a substantial customer added value to Red Bull both as a sales company and as a brand over multi-year operations. Other benefits of this type of innovative thinking and delivery include: the advantage of being outside the scope of your competitors awareness, and, the creation of greater loyalty from customers who feel appreciated by a clear demonstration of commitment to delivering genuine value-add