Red Bull has won two consecutive best stand awards at Spar Trade Shows at Emperors Palace, Gauteng and the Durban Exhibition Centre in KZN. The Spar Group invite suppliers to expose their products to retailers and provide sales opportunities to regional stores over the two-day period. The world's most popular energy drink showcased their products available in customised store coolers as well as the Red Bull Mobile/Cell C partnership. The exciting partnership provides users with free and exclusive access via the Red Bull Mobile portal to content and apps.
True to the brand's performance enhancing attributes, we incorporated Formula 1 racing into the futuristic, environment. The brand's objectives were to build relationships while having fun. The trade environment was boldly branded with Red Bull's au fait corporate identity and we provided a lounge seating area for meetings and presentations. The activation area included the Formula 1 racing game complete with custom-made racing seat, steering wheel and a 44-inch plasma screen. Competitors could win, as they put it: "a seat-wetting spin around the Red Bull Car Park Drift" with Abdo Feghali - the Lebanese motor sport champion and Red Bull Drifting Athlete. The contestant who has the quickest lap of the show will scoop the winning title. Drifting is a well-defined, competitive motorsport that involves intentional oversteering with skilful pedalling including hair-raising Scandinavian flicks, corner approaches and doughnuts.