Objectives
- Create memorable on-track activity to stand out of from the pack
- Create a positive brand experience event for Cougar during the Adelaide Clipsal 500
- Engage 18 - 25 yr old target demo via music strategy
- Ensure product sampling and tasting at event
Activity
- Cougar promo team promotion at race event
- “Cougar girls” appearance on-track
- Creation of insiders guide to Adelaide party scene
- Partnership between Ministry of Sound & Cougar for Clipsal after party
Communication
- Large scale on street promotion leading up to and during the Clipsal 500
- Local Music and lifestyle PR campaign
- Print and radio ad campaign in Adelaide
- Clipsal survival guide
- Branding around event
Results
- Sold Out Show! Over 1400 patrons
- 130 cases of RTD product sold on the night
- Fantastic brand awareness
- Voted favourite party on Clipsal 500 website
