Red Bull Racing (www.redbullracing.com)

Our challenge

Grow the online audience for Red Bull Racing through a disruption strategy. Stand out, be different, be Red Bull

The idea - Fourth sector

Our challenge To design, build and launch the new Red Bull F1 sites www.redbullracing.com and www.tororosso.com. Both sites needed to be built on the same platform in 6 languages each. We were given a delivery deadline of Silverstone 2008, which amounted to a turnaround time of just under 3 months! Each team has its own personality, and fan base. Therefore it was important for the look and feel to reflect this.

The idea - Fourth Sector

The 4th Sector is central to the creative solution; it is a side to Formula 1 that you can’t find anywhere else. The racetrack is divided into 3 sectors, every driver's lap time is recorded according to their performance in each sector. Red Bull F1 have an attitude that is unique to their teams (Red Bull Racing and Toro Rosso), not only do they strive to be the best on the track, but they also want to be known for their fun, energetic approach to the sport. The sites should be developed with a community feel, so that will attract passionate fans.

Similar to the Red Bull racing site, the Toro Rosso site is centred around the idea of the 4th Sector. This is a place where you can see a side to Formula 1 that is unique to the Red Bull F1 team. Toro Rosso is the wild younger brother of Red Bull Racing, and this site aims to attract a younger audience to reflect this. Therefore, the look and feel for this site should be cool and more ‘street’ than the more polished, senior team.

The site

The site is divided into 4 areas; season, team, car and 4th sector - to reflect the main interests of the team and their fans. The user experience and design clearly stands out against the competing sites and provides insights into the team unavailable elsewhere in F1. The 4th sector provides a publishing platform for the team and fans. It's irreverent, unconventional approach brings humour, glamour and daring back to F1. The fourth sector has its own identity and features as an ident on all 4th sector content. 4th sector content will grow through 2009 on the site and YouTube, Flickr and other social media platforms will help to grow the fan base as part of a long-term engagement programme.