Events: SIFI Videorelax at the 2019 MotoGP Italian Grand Prix
Three days of spectacular Italian sunshine, the beauty of the Tuscan hills, an original Airstream coming straight from the 60’s Americana and tons of superb grand prix racing. These were the ingredients of a perfect weekend at the Mugello racetrack for SIFI and their latest offspring, the Videorelax eyedrops, during the 2019 Italian MotoGP Grand Prix.
Now in their fourth year of MotoGP sponsorship with Lucio Cecchinello’s LCR Honda outfit, SIFI have once again decided to run a sampling operation for their Videorelax products in the vending area of a MotoGP circuit to spread the eyecare culture and promote their signature eyedrops to the italian crowds of Mugello.
It is not the first time SIFI have run such an operation, with similar activities being successfully carried out at previous GPs and other important international events.
This time though, we decided to introduce a brand new element in the mix, bringing an original 60’s restored Airstream to the track and making it home to our operation. The trademark silver caravan, with its classic-Hollywood feel and a smart Videorelax customization, attracted fans and spectators by the thousands creating a unique photo opportunity.
In the meantime, a staff of four hostesses were giving out the samples while two umbrella girls posed with the fans for selfies, maximizing the brand awareness and memorability. It has been a hugely successful operation for the Italian eye-care brand, and a wonderful display of how meaningful (both from a marketing and commercial point of view) great sponsorship activations can be.