Adrenaline air rush

The Challenge

The Red Bull Air Race World Championship, held in nine cities around the world, features the world’s best race pilots in a motor sports competition that combines speed, precision and skill. Using the fastest, most agile and lightweight racing planes, pilots navigate a low-level aerial track made up of air-filled pylons, flying at speeds reaching 370 km/h while withstanding forces of up to 12G. The excitement is intense - ODD were chosen for the London event to capture the thrill through digital viral campaigns and experiential.

The ODD Solution

More tension, greater competitiveness and larger audiences than anyone ever imagined. We wanted to lead the campaign by capturing the history, exhilaration and personalities of the sport and showcase this to as wide as audience as possible. We developed a series of exhibition spaces that toured the south bank using video, imagery and audio to build the excitement of the forthcoming event. We also told the story of the race via a viral that was seeded throughout specialist and generalist social networking sites, starting conversations in hundreds of forums and online groups.

Results

Ticket sales climbed dramatically as the physical and viral campaigns got underway, ensuring a sell out event for 2008.

Links

See Also

Judy Fisher
Oxygen Insurance
New Look