This summer, Our Agency brought the KR69 pop-up to life at Secto Rally Finland 2025, delivering a high-octane blend of brand, design, and experiential engagement that exceeded expectations.

Concept & Build

We transformed a sleek black sea container into a striking shop-in-shop, fully wrapped in KR69-inspired custom graphics. The container featured dynamic LED-lit KR69 signage and interactive pricing menus— providing an immersive shopping experience that felt both modern and motorsport-charged.

Showcasing Icons

At the heart of the activation stood two of Kalle Rovanperä’s personal cars: the purpose-built Toyota Supra drift car and the Kalle Rovanperä Edition Toyota Yaris GR. These showpieces drew instant attention and turbocharged visitor engagement.

Limited-Edition Drops

For fans with special Kalle pass access, we produced an exclusive, limited-run KR69 Rally Edition hat—available only at the pop-up. Among the standout releases was the Flame Hat, designed by Sasu Kauppi, plus a unique collaboration with Finland’s most beloved rap duo, JVG. These special items sold out almost instantly, creating a buzz that echoed around the service park.

Atmosphere & Partnerships

Red Bull and Kouvolan Lakritsi brought their own energy and flavor to the mix, adding to the vibe and pulling in even more people. Together, they turned the KR69 Pop-up into a natural hangout spot where fans could recharge and enjoy the moment.

Staffing & On-site Experience

Our team handled every detail—from staffing the pop-up with KR69 ambassadors to managing logistics, branded LED façade displays, and on-site interactions. Every touchpoint, from browsing the merchandise to checking out, was designed to feel seamless, engaging, and true to the KR69 spirit.

The Verdict

To crown an already unforgettable weekend, Kalle Rovanperä clinched his very first Finnish WRC home victory at Secto Rally Finland 2025. The triumph electrified the atmosphere around the pop-up, with fans celebrating not only the exclusive drops and immersive brand experience but also Kalle’s historic win on home soil.

The KR69 pop-up was a resounding success—a testament to how bold design, strategic drops, and seamless execution can amplify fan experience. Visitors lingered, fans engaged, and the limited editions made an immediate impact—cementing the pop-up as one of the standout activations of Rally Finland 2025.

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