Not Undies

Formula Challenge Racing were looking for an innovative way to promote the sale of Gift Vouchers for their self-drive racing car experience. Following a study of their demographics, it was identified that although the majority of people that engage in the Formula Challenge experience are male, however the majority of people 'buying' the experience are female.

This formed the foundation for the campaign structure. We also identified that unless you're familiar with the Formula Challenge brand or interested in it, which our target female audience were unlikely to be, we needed a campaign message that was appealing, delivered the message at a glance and was easy to remember. The client also needed a campaign that was not just limited to Christmas, therefore will also be used for promotions such as Father's Day.

FRED developed;

- Campaign Name and Theme
- Campaign Artwork
- Campaign Structure and Communication Elements
- Website holding page
- Billboard Artwork
- Facebook Advertising Campaign

A further aspect to the campaign is the measurement and reporting to Formula Challenge which will occur early in 2012.