Esso Red Bull Racing
On-ground Activation
Powered by Esso Synergy™ race fuel
As the official race fuel sponsor since 2017, Esso has been a crucial partnership for Red Bull Racing team in the world’s most premier motorsport race. The challenge is that year after year, the brand sponsorship and advertisers surround the Formula 1 race increases and there is a need to cut through the clutter and create an experiential event that could make this collaboration become the talk of the town.
The Approach
Instead of creating another meet-and-greet event, the goal was to create an experiential event that could be the talk of the town in the midst of the noise surrounding all the sponsorships and advertising in this space.
Drumming up the excitement and energy of the racing season, Esso held a showdown between drones and RC cars in the first Drone-RC car race in Singapore - ‘The Supreme Showdown’. We pitted drone drivers against RC drivers on a specially-designed race track built with various custom obstacles.
Over 20 competitive racers from the local drone and RC car communities participated in this race.
The race ended on a high note with Red Bull Racing driver, Max Verstappen, competing against one of the youngest Singaporean drone racer, Dzeroun Choong, in an exhibition race.
The Results
Coverage of event from over 30 local and international media with estimated PR value of SGD 700,000 (up from SGD 242,000 in the year before) from a half-day event in Singapore.
Watch the event highlights
AWARDS
MARKies 2019
BRONZE, Most Creative Experiential
BRONZE, Most Creative Consumer Event