Red Bull Ultimate Driver

Red Bull Ultimate Driver

How we gave Red Bull wings in Sweden
Concept, design, Art Direction, competition, film, event, live broadcast, social media, influencer marketing

Did you know it was Louder Family that made Red Bull trendy in Sweden?

The concept, idea and implementation were devised by Louder Family and took the form of a classic Red Bull project held in the central parts of Stockholm – the Castle, Parliament, Grand Hôtel, Café Opera and Strömmen.

Red Bull was having problems getting into Stockholm City’s finest restaurants as it was considered a boorish product. We conceptualised “Red Bull Ultimate Driver” – in which a ‘Dark Driver’ visited top restaurants and threw an embroidered white Red Bull Ultimate Driver glove down in front of selected r estaurateurs. These restaurateurs were given information about where the other glove was. The other glove also had a matching racing overall, helmet and shoes. All of the restaurateurs got to take part in a racing school with some of Sweden’s top drivers, ending with a qualifying race at the big competition day later in the year.

In addition to this, the client wanted to reach a completely new target group, aiming to get professional and private drivers to start drinking Red Bull instead of coffee. Before the project was completed, surveys showed that only 1 in 10 professional drivers could consider drinking Red Bull instead of coffee when driving a car.

The event itself was created solely to make the brand top of mind in this trendy world of restaurateurs, consumers and car drivers.

We invited 16 professionals plus a secret guest who we didn’t name until three days before the event – Prince Carl Philip of Sweden. At that time, the castle’s security service had no powers to prevent the Prince’s participation, but was simply responsible for his security.

There were 32 places in the final, and anyone could qualify for the other 16 places, from Lund in the south to Umeå in the north. This made it possible for any Swede interested in motorsport to suddenly go from being a truck driver, student or doctor, to being able to participate and compete against elite drivers.

The permit took six months to negotiate. Never had such a large event been carried out on the streets of Stockholm. At 05.00 on the day of the competition we closed the streets, and at 09.00 the qualifier was underway. 48 trucks with equipment were involved in helping us build this complex set-up, with a lot of planning to make sure everything happened at the right time.

Amateurs met professionals. The Prince started his racing career. The Crown Princess sat on the grandstand, together with our partners and the City of Stockholm.

Red Bull created a five-star restaurant in one of the Formula 1 tents.

Success was guaranteed, and the evening ended at Café Opera. Nine out of the ten invited restaurants began serving Red Bull after the project was completed, and 8 out of 10 professional drivers exchanged coffee for Red Bull.

This is what we call a classic Louder Family project! Concepts, influencers, stars, social media, creativity, tight scheduling, establishment and implementation with an extreme media outcome, live broadcast on TV – all this in a well-planned mix with a big smile.

The Arena from above
Grid with Karts
Prince Carl Philip
Christoffer Johansson, winner of Red Bull Ultimate Driver
Christoffer Johansson, winner of Red Bull Ultimate Driver
Mattias Ekström