In Late May, ahead of Formula One’s Monaco Grand Prix flagship race, Casio activated its partnership with Red Bull Racing to launch its new Edifice with a limited edition race team watch and a campaign fronted by driver Mark Webber.
To promote the new Edifice (EFR-520RB) range and the linked Red Bull limited edition, Webber spearheaded a launch event in Monaco’s famous harbour ahead of the championship’s most prestigious Grand Prix.
Casio and partner Red Bull Racing Team, working with agency Prism, rolled out the new watch range with a fresh approach to the typical launch jamboree to generate significant share of voice within the busy F1 promotional paddock at Monaco.
To compete with all the other brand and partner activation ahead of the race,
achieve a significant share of voice within the Formula One paddock it means competing with all the other brands and partners who have something to say.
Identifying the trend that the rewards of traditional F1 press conference launches were diminishing amidst all the marketing campaign clutter, Prism, Casio and Red Bull took a different approach to boost media appeal and activate an idea designed to complement the stylish, luxurious vibe of the Monaco Grand Prix.
To inject a fresh flavour into the Casio watch launches, the initiative shyed away from the traditional press conference and instead utilised one of Monaco’s most recognisable and desirable assets – its harbour.
The watch was launched via a presentation of the very first produced model by Mark Webber aboard one of Red Bull’s VanDutch boats in the middle of the harbour.
Developing the team’s motorsport and media relationships, access to the boat and to Red Bull’s Energy Station was negotiated; influential media were invited aboard and given interviews with Mark whilst in the boat and a second boat was commandeered for the photographers.
The TV rights were secured with Formula One Management to film the event and the spot was then amplified across the sponsor and the team’s digital and social platforms.
Back on dry land, another photo call was arranged for the mass media, and 160 of the world’s media attended this, sending coverage of the event globally.
Activative Comment:
In terms of results, by Wednesday 23 May (ahead of thee race weekend itself), five key media (including German broadcaster RTL) were given an exclusive opportunity with Mark Webber, while 14 international photographers documented the launch from the second boat and an unique photo story was syndicated globally to over 3000 media outlets.
A three minute film of the event was also produced and sent to the same global media, whilst B-Roll footage was developed and distributed to 100 global TV broadcasters.
The launch films notched up 2,825 YouTube views on the Casio Shop page and a further 3,744 views on agency Prism’s YouTube channel.
This was first time a Casio launch had been held in the middle of the Monaco harbour, and the event secured global coverage and gained a significant share of media and paddock talk on the eve of the most prestigious race on the calendar.
Links:
Casio
https://www.youtube.com/user/CasioJapanOfficial
https://www.facebook.com/CasioJapan/
Red Bull Racing
https://www.youtube.com/user/redbullracing
https://twitter.com/redbullracing
https://www.instagram.com/redbullracing/
https://www.facebook.com/redbullracing
Prism
https://twitter.com/PRISM_Worldwide
https://www.instagram.com/prism_team/
