The idea is perfect to enhance Red Bull image from one end and educate consumers on functional aspects of the brand (increase mental ability + concentration). A well reputable school that graduates more than 60% of the driving population is an ideal partner. Helping students and future drivers to have safer driving experiences is a positive attitude from a brand that is positioned as extreme & fun in the mind of the consumers.

The brand enjoyed record sales (+57%) and usage (4.5 per capita consumption- among the highest in the World driven by extended usage). The attribute of “a brand that increases mental concentration” increased by 10% in the tracker study.