Blast from the Past | Turning Trackside Energy into Brand Equity: Lessons from MotoGP

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When it comes to brand storytelling, few stages rival the adrenaline-charged arena of the MotoGP at Sepang International Circuit. But while the engines roar and the riders chase podiums, the real competition for brands takes place off the track: who can capture attention, spark conversation, and leave a lasting impression long after the chequered flag falls?

At Orchan, we had the opportunity to demonstrate just that. Working with Red Bull, we supported Malaysian rider Khairul Idham Pawi (KIP) as he engaged with media and fans during the penultimate round of the Malaysia Motorcycle Grand Prix. The approach was simple yet strategic: take a moment of pure sporting passion and turn it into a branded experience that extended far beyond race day.


Super KIP

Creating Experiences, Not Just Appearances

The Red Bull marquee -- aptly named The Coolest Place on the Hottest Race -- was more than an air-conditioned tent. It was a carefully crafted space designed to connect riders, fans, and media in one memorable environment. Journalists got direct access to KIP. Fans got their once-in-a-lifetime chance to interact with a local hero. And the brand seamlessly reinforced its identity without needing a hard sell.

That’s the point many brands miss: visibility is not enough. What audiences crave is immersion -- a place where they can feel part of the story, not just spectators of it.


The Coolest Place on the Hottest Race

Lessons in Event PR Strategy

From our work at Sepang, three insights stand out:

  1. Align talent with values -- KIP embodied the Red Bull spirit of boldness and energy, making him the perfect narrative carrier.

  2. Engineer a “third space” -- the marquee created a bridge between the track and the public, where brand storytelling could thrive.

  3. Balance access and authenticity -- giving media time with KIP while ensuring fans still felt prioritised created goodwill that extended into coverage.


The interviews with KIP

Why It Matters for Brands Today

Live events remain one of the most potent storytelling tools available, especially in Asia where fan culture and community energy drive engagement. The key isn’t just presence -- it’s choreography. Every element, from branded spaces to talent access, must be designed to deepen audience connection.

At Orchan, we don’t just help brands show up. We help them show up strategically -- turning fleeting moments into enduring narratives.


Image Source:

(1) Sepang International Circuit

(2) Red Bull


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