22feet Tribal Worldwide was brought on board to handle the five-month long digital activity for the event
BestMediaInfo Bureau | Mumbai | October 14, 2014
India’s first Red Bull Flugtag, an ‘air show’ where home-made, human-powered crafts fly, was hosted in Bangalore on September 28, 2014. The event, Red Bull Flugtag (which means flight day in German), has been known as one of the world’s most innovative events since its inception in 1992.
22feet Tribal Worldwide was brought on board to handle the digital promotional activities. The agency realised that it needed to fly against the gust of conventional event promotions, while spreading the word about India's first Red Bull Flugtag. Thus, Red Bull used 'flying with Indian physics' as an umbrella thought to communicate various aspects of their digital campaign.
The challenge for 22feet Tribal Worldwide was how to take a single concept and blend it into various aspects of communication for a five-month-long campaign calendar. Despite Indian cinema's overwhelming popularity for its physics-defying stunts, it would be difficult to familiarise the audience with the concept of ‘flying with Indian physics’ and sustain interest over a long period of time.
Commenting on the campaign, a 22feet Tribal Worldwide spokesperson said, “This campaign posed a unique challenge as we were talking to an audience who weren't initiated with the concept of Red Bull Flugtag. From 'Indianising' an existing Red Bull Flugtag game, to creating an entire website themed around a school, 'The School of Indian Physics', we turned popular culture around its head, with great design and outrageously funny content to initiate our audience. It was a great experience working on this campaign, with the brand supporting us in our endeavour to create immense following for this event.”
Around 35,000 Bangaloreans witnessed 31 courageous teams launch their hand-made flying machines, off a ramp and straight into the historic waters of Sankey Tank. The teams spent months designing, building and testing their machines for, what they hoped, would be a few seconds of glory. The winner team was Visar-jet from Mumbai.
Nikhil Chinapa, Ashwini Ponnappa, Monica Dogra, Rannvijay Singh, Varun Aaron and Tania Sachdev were the members of the star-studded judge panel.
The five-month long campaign for ‘The School of Indian Physics’ witnessed a phenomenal response. Red Bull’s social pages were abuzz with likes and distinct responses. The game’s microsite alone witnessed 2,530 players with 67,422 total game plays. The recorded average time spent per person on the Flugtag game was 4:27 minutes.
India’s 1st Red Bull Flugtag website: http://flugtag.redbull.com/in/en
India’s 1st Red Bull Flugtag - The Game: http://flugtag-game.redbull.in/in/
Agency: 22feet Tribal Worldwide
Content Specialist: Parth Mistry
Senior Designer: Manish Dhumale
Designer: Ruchita Bhoir
Tech Lead: Karan Adep, Raghunath J
Sr. Web Developer: Khubruy Mehta
Sr. Web Designer: Hitesh Indap
Web Developer: Vijay Khamitkar, Mathew Joseph, Vairamuthu Murugaival
Web Designer: Preetham Angadi, Nameeta Rawnang
Business Development Manager: Akhil Mehta
Analytics: Hashim Jamal, Suneetha K