Red Bull chose targeted, geographic marketing around the 2024 British Grand Prix to drive awareness of the collaboration between the brand and the sponsorship of their F1 team.

The Brief

Red Bull chose targeted, geographic marketing around the 2024 British Grand Prix to drive awareness of the collaboration between the brand and the sponsorship of their F1 team.

They included an always-on promotion (2x 250ml drinks for £3.60) across Welcome Break pit stops closest to the event, to connect further with the content that was being shown to those during their pit stop.

The content enabled the brand to be front of mind with consumers, which was further enhanced by the in-store promotion.

Campaign Period

1st – 8th July 2024

Campaign

Ad Content:

• Digital campaign promoted across our audio enabled screens.
• The content was created with the specific sites in mind to land relevancy and appeal to audiences local to Silverstone.

Location appeal:

• Sites within a close proximity of Silverstone including Oxford, Warwick North and Warwick South were selected for the campaign.

Target audience:

• Motorsport enthusiasts travelling in the lead up to and during the weekend of the F1 event in July.

Results

Results:

• 16-minute dwell time
• Sites promoting the campaign increased 250ml pack sales by +13.16% YOY and +11% vs the previous week.
• In total, all Red Bull packs sales increased +5% YOY and +3% verses the previous week.
• Advertising on the Welcome Break screens add huge value to the Red Bull promotional calendar.

Further opportunity:

• Utilising all sites could show even stronger returns