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