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Challenge
We’ve been Red Bull’s agency partner since 2008, delivering some of the brand’s highest profile and most technically complex events. Among the many successful campaigns we’ve created for Red Bull is the hugely entertaining Red Bull Soapbox Race – an international event which sees amateur drivers take to the wheel in homemade soapbox vehicles. Each unique, non-motorised dream machine is fuelled by nothing but sheer courage, the force of gravity… and perhaps a little Red Bull!

Following a successful delivery back in 2013, innovision was called upon to bring the ‘world’s wackiest road race’ to life for a second year when it returned to the UK in the Summer of 2015.

Solution
Our creative solution was the Industrial Revolution, a theme we developed and designed into every touchpoint of the customer and participant journey – from the tickets, competitor packs and hospitality spaces, through to the design and construction of each of the daunting race obstacles. The theme mirrored the need for raw DIY production, creativity and innovation, versus the contemporary challenge to be the fastest, the strongest and the most efficient – survival of the fittest in a ruthless race.

65 teams of soapbox racers from across the UK tore down the 450m long course in their outrageous gravity-powered vehicles, taking on a series of bone-shaking obstacles in a bid to be crowned Soapbox champion. With a hair-raising drop of 40m from top to bottom, this is one of the steepest and fastest Soapbox courses ever seen.

Vehicles ranged from realistic replicas to anything the imagination can conjure up, with designs including a giant penguin, Willy Wonka’s ‘Chocolate Factory’ kart, a Disney-inspired soapbox in the form of Frozen’s Olaf and an ambulance dubbed the ‘Shockbox’. The winners were The Breakfast Club, entered by Absolute Radio presenter Christian O’Connell and his team, who hurtled to victory in a shape-shifting, crowd-pleasing soapbox.

Results

  • 15,778 spectators descended on Alexandra Palace.
  • 473 items of media coverage between 1 April and 31 July.
  • First Dave showing (18:00, Sunday 12 July): 900,000.

Client Testimonial:

“Fantastic job by a hard working and dedicated team. The event was a huge success and once again has set the bar internationally”.