NEFT Vodka - VISA Cash App Racing Bulls F1 Team

The Brief:

In 2024, NEFT Vodka became an Official Partner of the Visa Cash App Racing Bulls (VCARB) F1 Team, enlisting Right Formula to launch the partnership and manage a season-long activation programme. The goal was to maximise brand visibility, engage key audiences, and nurture supplier & distributor relationships through the powerful platform of Formula 1.

Our Approach:

Right Formula provided NEFT with full-service activation support throughout the season, delivering:

Strategic Campaign Development: Conducted detailed audience research, ideating and launching the ‘Raise It Up’ campaign, which became central to all marketing.

High-Impact Content: Conceptualised, directed, and produced season-long content, including their viral partnership launch video with Daniel Ricciardo.

Global Media & Social Management: Leveraged key media relationships to maximise global coverage.

Social Media Strategy & Management: Developed and executed a tailored social media strategy, ensuring consistent and engaging content across platforms, leveraging influencer collaborations and real-time race-weekend coverage.
Premium Activations & Hospitality: Designed and executed on and off-track activations, VIP guest programs, and exclusive brand experiences to engage stakeholders.