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Driving Brand Awareness

As a brand aimed at the younger generation, Barbican is a malt beverage which is 100% Halal and 0% Alcohol. They wanted to raise awareness of the brand within the 16-20s market, in particular, men who are making the transition in to adulthood.

We designed a truck filled with the Barbican branding to create an immersive experience for wannabe racers in the Middle East. The experience consisted of eight state-of-the-art driving simulators in which passengers could race against each other. Chilled Barbican was served throughout the truck, with spectators and participants able to view their times via Facebook and Twitter.

The Result

17 events in Saudi Arabian cities over 5 weeks

Over 36,000 bottles of Barbican sampled