To create an experience that increased awareness andpurchase of Red Bull Zero and Watermelon variants by Tesco customers visitingthe store as well as those not there on the activation days.
Drawing on our insight on demographic we developed an on brand, relevant strategy to encourage customers participation at the start of the shopping journey. Disrupting mindset and driving consumers in-store to purchase.
Take the opportunity to collect data from participants to understand their demographics to influence future activations.
To amplify awareness of the activation and drive footfall to store as well as engage with online customers.
Our high-energy campaign for high-energy drink Red Bull took pole position in Tesco car parks in the run-up to the British Grand Prix.
Teams of two went head to head to change tyres on F1 racing cars in the fastest possible time to get to the top of the leader board and win an exclusive Red Bull Racing Experience with runners-up receiving branded merchandise.
Every participant was handed a £1 off coupon a can of Watermelon or Red Bull Zero. High scorers had their name displayed on the leader board and good scorers were given branded water bottles as a best effort spot prize.
The Pit Stop Challenge was advertised on Red Bull’s website which drove some consumers to visit their nearest Tesco store to experience the challenge. In addition, Tesco Clubcard emails were sent and the Tesco website ran an online competition for customers who couldn’t make it in person.
Almost 500 customers took part in the challenge, 2,325coupons distributed, 20 Tesco stores were involved and the Pit Stop Challenge was, according to one store manager “Best thing I have ever seen in Tesco.”
Customers loved it just as much: “After completing the challenge I have a whole newfound respect for the guys doing this on the TV, they're so fast!” and “I don’t know how I could ever get into the Top 5 as I don’t think I could be quick enough, but I am happy enough just to be able togo home and say that I have changed a Formula 1 tyre today in less than 15seconds!”