Oracle Red Bull Racing for Kaufland Czech Republic

Discover the World at Full Throttle with Oracle Red Bull Racing!

CAMPAIGN

KLR brought the spirit of Oracle Red Bull Racing to Kaufland Czech Republic with a travel-themed loyalty campaign. Under the Czech campaign name Objevujte svět na plný plyn! (“Discover the world at full throttle!”), customers could collect stickers and redeem them for a practical collection of branded travel products at attractive loyalty prices.

The 13-piece assortment covered trips big and small: large and cabin suitcases, backpacks, a travel bag, handbag, crossbody bag, travel pillow, umbrella, water bottle, insulated bottle and food flask.

The Challenge

Kaufland wanted to reward customers for their loyalty and purchases with quality products from an exceptional brand at compelling prices. The campaign needed to appeal to a broad audience—including loyal shoppers, families, younger customers and single-person households — and bring a distinctive offer to market.

Following the Oracle Red Bull Racing campaign in Kaufland Bulgaria, the Czech activation offered a natural opportunity to build on the concept in another market. The seasonal insight was that customers would value practical products for travel, supported by the appeal of a dynamic, internationally recognised brand.

The Solution

KLR developed a high-quality travel collection combining Oracle Red Bull Racing’s energetic identity with useful products for holidays, commutes and everyday life. The assortment gave customers a choice of formats and price points, from luggage and larger bags to smaller accessories and drinkware.

The campaign was designed to reward regular shoppers, encourage less active customers to return, and give new or potential customers a reason to engage with Kaufland’s loyalty programme.

Mechanics

Customers received one sticker for every CZK 200 spent in Kaufland stores. They collected stickers on a loyalty card and used them to access reduced loyalty prices on the Oracle Red Bull Racing products. The first two stickers were free, and discounts reached up to 73% off regular retail prices.

Communication and engagement

Kaufland promoted the campaign through flyers, in-store point-of-sale materials, email, app, website, and social media.

The activation also included contests for customers and employees. Kaufland invested a matching assortment for the customer contest.

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