Send It with Toby Price
Working with Red Bull to establish the Ultimate Off-Road Adventure Haul with Australia’s #1 speciality retail group.
THE BRIEF
Introduction.
Red Bull approached Owlpine Group to onboard key partners to establish a $200,000 prize pool, create and action a campaign content plan, develop key POS for 430 Super Retail Group outlets and provide the lucky prize winners a once-in-a-lifetime experience in the Red Centre of Australia with Toby Price.
HOW DID IT WORK?
The Concept.
When Red Bull approached Owlpine Group with the “Send It with Toby Price” retail concept, we were extremely eager to collaborate.
- Red Bull developed a retailer exclusive prize and experience for Super Retail Group stores, Supercheap Auto and BCF.
- Owlpine Group curated the Ultimate Off-Road Adventure Haul worth over $200,000 by engaging our key partners.
- The Retailer created customer connections via in-store experiences for their club members and differentiated themselves from their competitors.
THE PARTNERS
Onboarding the right partners.
Onboarding the right partners was vital to the success of the Send It with Toby Price campaign.
To create the Ultimate Off-Road Adventure package we approached Toby’s partners to create exactly that. Owlpine Group curated and created a series of key asset pieces which would drive:
- Collaboration
- Mutual Value
- Creativity
Partners: Mitsubishi Motors Australia · Chameleon · Can-Am · KTM · Method Race Wheels · BFGoodrich
THE CONTENT PLAN
Execution.
The content plan was established to work hand-in-hand with the campaign timeline supporting the overall prize pool build, in-store activations and the prize delivery and experience in Alice Springs.
All content created was provided to each partner for them to utilise across their own platforms to promote their involvement with the campaign. The overall suite of assets was created to achieve specific objectives identified in the pre-planning phase.
