Oracle Red Bull Racing Adrenaline for Kaufland Bulgaria

Igniting Retail Loyalty Through Speed, Style, and Strategy

Kaufland Bulgaria sought to energize its summer marketing calendar with a campaign that would attract new customers, increase repeat visits and to reinforce its position as a modern, dynamic retailer. The campaign needed to stand out in a competitive landscape while delivering real value and excitement to Kaufland Card users.

Travel & Mobility

Essentials designed for seamless movement and smart packing.

Cabin Trolley

Check-in Trolley

Carry-on Backpack

Travel Pillow

Bags & Everyday Gear

Stylish and functional companions for daily use or short trips.

Urban Backpack

Duffle Bag

Shoulder Bag

Ladies’ Backpack

Ladies’ Bag

Reversible Umbrella

Food & Drink On-the-Go

For staying refreshed and prepared wherever the journey leads.

Water Flask

Thermo Bottle

Thermo Food Jar

To bring the spirit of Formula 1 closer to customers, Kaufland launched immersive on-site activations in selected locations:

🏁 Pit Stop Challenge – Visitors tested their speed and agility at Kaufland XOPark (24-25 May 2025) in a real-time tire change simulation.

🎮 Fl Racing Simulator – at Kaufland Tsentralni Hali (17-18 May 2025) let customers test their speed and skills turning each store visit into an adrenaline-fueled experience.

🏎️ Fl Real Show Car – was displayed at the Sofia – Izgrev hypermarket, creating buzz and social media engagement.

These activations were staged at key stores driving traffic and engagement beyond the typical shopping journey.

💳 Shop & Earn

Customers shopping with their Kaufland Card earned loyalty points to redeem Oracle Red Bull Racing-branded lifestyle products at up to 70% off.

🎟️ Lottery #1: VIP Showrun Access

Shoppers who purchased a limited edition 4-pack of Red Bull and registered their receipt entered a draw to win 1 of 20 VIP tickets to the Red Bull Showrun in Sofia (8 June 2025)—with prime viewing and exclusive access.

🏎️ Lottery #2: Porsche 718 Cayman S Experience

Customers who purchased over 59.99 BGN worth of loyalty campaign products could win 1 of 2 trips for two to the legendary Red Bull Ring in Austria—including the thrill of driving a Porsche 718 Cayman S with a professional.