Brief
In 2024, NEFT Vodka became an Official Partner of the VISA Cash App Red Bull (VCARB) F1 Team and enlisted Right Formula to spearhead the launch of their partnership and manage a comprehensive, season-long activation program.

NEFT Vodka set ambitious targets for the launch campaign, looking to increase consumer demand, as well as grow an online presence and social influence. Ultimately, NEFT Vodka wanted to establish themselves as leaders within their niche and promote their brand as the go-to-vodka product for HNWI’s across the world.

Challange
I conducted detailed research into the NEFT Vodka brand and their wider target audience, to uncover the finer details of the product and it’s true USP. Through this, I was able to identify several overlapping values with the VISA Cash App Red Bull F1 team, allowing me to define their value proposition and lay out what I want our audience to ‘Think, Feel and Do’.

Approach
Core to the big idea was NEFT Vodka’s distillation process of which it follows the Bavarian Purity Law ‘reinheitsgebot’. It’s simple ingredients and unique method of distilling means its sets the bar for other premium vodka in the marketplace.

This unlocked the core idea for the campaign, to ‘demonstrate how the average is elevated, improved, or enhanced’ which led me to the campaign platform: ‘Raise It Up’.

I kick started our partnership with NEFT Vodka by storyboarding, scripting, filming and producing a launch trailer video, featuring VCARBF1 driver Daniel Riccardo. I worked with integrated marketing teams to pan and deliver on and off-track activations, allowing NEFT to connect with clients and grow its brand presence within the F1 ecosystem.