Red Bull Brand Building Events
Red Bull Soapbox Race, Red Bull Flugtag, and Red Bull Rapids, are the personification of what Red Bull brand stands for. It's all about having fun, empowering the consumer, and creating unbelievable experiences.
• Global Project Management • Brand Strategy • 360° Activation • Project Strategic Backbone •
Giving Wings To Consumers
Managing Brand Building Events globally involves rigorous daily routines and governance standards. You are responsible for the marketing strategy, ensuring internal alignment across departments, and effectively communicating guidelines to host countries.
Consistency is Key
In 2022, 23 countries across all continents hosted one of the three Brand Building Events. This scale demands careful attention to maintain consistency in how the brand is presented to consumers.
All the hosted countries are highlighted in the image.
Visual Identity
There are three distinct logos for each Brand Building Event, each featuring Red Bull cartoons as their creative identity. In 2022, the Red Bull Rapids logo was designed from the ground up.
Global Creative Campaign
Key Visuals over the years.
Variety of Assets
From the master file, countries and departments can tailor the design to various needs, including in-store activations and out-of-home campaigns.
Online
In 2022, I collaborated with the Digital department to create a new user experience for the Brand Building Events website. Given the dynamic nature of the project, which is described below, we needed a user-friendly and intuitive navigation system
There are three phases of the website:
1) Application Phase: The consumer can submit their sketches to participate.
2) Building Phase: The selected teams will be showcased on the event website for further details of their crafts and groups.
3) Game Day: The final step is to inform the broader
consumer about the physical event.
Check out the final version of the new website
Gaming
In collaboration with a creative agency specializing in gaming platforms, we developed an exclusive game that emulates the experience of a Red Bull Soap Box Race.
You can check out the demo version here.
Guideline
After finalizing the process with the Creative Agency, Red Bull Headquarters creates a global guideline to ensure consistent brand representation across host countries. In the past two years, over 40 countries have hosted at least one of the three events.
Brand Experience
The event day is truly exceptional. Participants are the heroes, while the crowd comes together with family and friends to enjoy and celebrate. The pictures below capture the essence of the day.
