TCOB take to the streets of Hong Kong to promote the Red Bull Soapbox race
For the Red Bull Soapbox race TCOB Hong Kong were tasked with coming up with a series of non-traditional activations with an emphasis on generating word of mouth in a cost effective way. Using a mix of Guerilla Marketing and street teams, taking elements that are distinctly Hong Kong and throwing in the Red Bull style TCOB used 3D billboards and other ambient executions to promote the event.
A 3d Structure, lights, sound and animatronics, TCOB devised one of the most unique billboards ever seen in Hong Kong. Besides the mid level escalator passers by were greeted by a shed on the side of a billboard where inside the silhouette of a man hammering, sawing, drilling and welding could be seen. This was the case for 3 weeks, in the final week of the billboards tenure the doors were opened and a message that the man was out testing his soapbox.
TCOB also took to the roads of Hong Kong in tricycles modified to resemble a San Pan, Dai Pai Dong and a Chinese Opera House. Not something you see every day crowds were drawn to these unique vehicles that represented the creative nature of the Soapbox event. Working alongside the Red Bull Wings Team the trikes generated word of mouth about the event, created countless photo opportunities and provided a great platform from which competitors could be recruited to participate in the event.
In Phase 2 of the campaign TCOB devised an eye catching static placement that would create attention and reflect the cheeky nature of Red Bull. Taking a Hong Kong Taxi, parking it in a busy location TCOB proceeded to strip the taxi of its wheels and place a sign on the Taxi that said “Dear Cabbie, I have taken your wheels for the Red Bull Soapbox Race (event date, location and time). I will give themback after then, if you want them sooner, come down to the event.”
Hong Kong has a total of 693 footbridges. Outlining this as something unique to the territory, TCOB used the slopes of the stairways that connect them to street level and in a guerrilla campaign. Placing 1.3m long foam board Soapbox racers on the stairway roofs, the roof racers were sure to catch the attention of the thousands that use the footbridges every day.
Finally, TCOB designed foam board extensions to road signs that used the design of Hong Kong roadsigns, the black arrow and extended the slope down and showed a Red Bull in a soapbox racing downhill and gave event details. Simple, effective and an ability to go on every street in Hong Kong.
TCOB is the creative agency for Red Bull Hong Kong and have been working with the brand since 2010.