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Red Bull unveils second Singlish challenge leading up to F1

Red Bull has launched a campaign featuring Red Bull Racing Formula One Team drivers Daniel Ricciardo (pictured left) and Max Verstappen (pictured right) for the upcoming Singapore Grand Prix. Red Bull aims to drive consumer engagement, reward die-hard fans of the Red Bull Racing Team through the campaign, as well as generate excitement for the Bulls’ visit to Singapore for the upcoming F1 Night Race.

In a statement to Marketing, Red Bull’s spokesperson said the company wanted to build on last year’s success by once again creating relatable and shareable content for the Singapore market. Hence, it decided to incorporate a consumer activation program via a meet and greet session, in addition to the campaign video.

Developed in-house, the campaign will run mainly on digital channels until 3 September, with a nationwide in-store branding campaign using can tabs to raise awareness among consumers on-ground.

Bask Communications, which won the account for three months after a closed-door pitch in June, is responsible for managing the campaign’s PR duties.

In the video, Ricciardo and Verstappen are presented with a new round of Singlish challenge for the second consecutive year, where they attempt to guess phrases such as “catch no ball”, “kan cheong spider” and “fly aeroplane”. Consumers are encouraged to guess the Singlish words which Ricciardo and Verstappen were saying and explain why they wish to meet the drivers, for a chance to win a meet and greet session.

“As a newcomer in the market, Bask Communications is humbled to have the opportunity to work with Red Bull Singapore. Together with the team, we hope to help break more boundaries and offer strong, strategic support for the Red Bull Racing team in the lead up to Singapore Grand Prix,” Ng Lay Peng, founder of Bask Communications, said.

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