Project

Content & event support

Client

Valvoline Global EMEA

Brief

How do you plan and coordinate content, production, and on-site activations for a rally event, while being hundreds of kilometers away?
That was the challenge we faced when we began preparing for the Valvoline Małopolski Rally - one of the most exciting events within the FIA CEZ Championship, with our client Valvoline Global EMEA as the main sponsor. While engines were heating up in Poland, our team in Serbia developed and directed the entire campaign, from the very first social media teaser to the final seconds of the official aftermovie.
In addition to content planning, creation, and promotion, we were also in charge of designing and preparing all branding elements, printed promotional materials, and on-site activations.

Solution

Our approach was simple: a solid plan, precise organization, and attention to detail.

We created a complete content and visual narrative that followed the brand through every stage of the event – before, during, and after the race. A special highlight of the campaign was the celebration of 60 years of VR1 Racing Oil – Valvoline’s most iconic racing engine oil – which we marked through the design of flags, tents, and event banners.

We developed the full social media strategy for all campaign phases – one and a half months of pre-event build-up, real-time event coverage, and post-event storytelling. This included announcement posts, interactive stories, Reels, and branded templates for partners to share. The main characters? Drivers and mechanics of the Valvoline Racing Team.

We also prepared detailed production scenarios and briefs for local video crews – from required materials and visual references to interview questions for drivers and the full #TeamValvoline lineup. These later became part of the Meet #AskTeamValvoline video series.

In parallel, we created a tailored brief for a local motorsport influencer who engaged with drivers and fans – capturing the real spirit of the event through conversations, footage, and immersive content.

A major part of the campaign was dedicated to on-site engagement. We designed visual materials and branded prizes for a series of fun, interactive games – from a wheel of fortune and quiz to a memory game and darts.

The main attraction was a branded photo booth, where participants could take a picture and share it on Instagram with the hashtag #VR1RacingExperience for a chance to win a co-drive with a Team Valvoline driver.

In addition to covering the three-day rally across social media, we placed special focus on producing the official aftermovie, which tied the entire story together. You can watch it here.

Result

On Meta platforms alone, content related to the Valvoline Małopolski Rally reached over 4 million views. On-site, the photo booth welcomed up to 500 visitors per day, and the best fan photos were awarded on Instagram.

Content strategy, coordination between on-site and digital teams, and the active participation of hundreds of fans resulted in a campaign that strengthened Valvoline’s presence, not just as a rally sponsor, but as a brand that had racing in its DNA.

Want to see how we brought it all to life visually? Check it out HERE.

If you’re looking for a creative team that can turn events into immersive brand stories – even from across borders – we’re here to help.