Flash 3.0 – New format, new energy, new opportunities
DATES
August – September
Client
Flash
Service
Strategic Communications, Full Event Management
Category
Energy & Fuel
Overview
As part of Flash’s 30th anniversary communications cycle, SPRING PR was entrusted with developing and implementing the launch event of the company’s anniversary programme — a large-scale public celebration held on September 13 at Seasons Park. This event marked the official start of the Flash 3.0 concept, a new communications and brand identity platform highlighting the company’s evolution across three decades:
1.0 — the founding years,
2.0 — the stage of growth and expansion,
3.0 — a new era of energy, innovation and customer-focused experiences.
Designed as a vibrant, open-to-all celebration, the event combined energy, drive and music, forming a dynamic experience for the public. A key element was a large exhibition of retro and modern cars, symbolising the company’s journey from past to future and reinforcing the message that Flash serves every type of customer, across generations. The atmosphere featured live performances, entertainment, interactive zones and surprise activations, creating a warm and engaging environment for visitors.
Within the framework of the anniversary narrative, the event also introduced a number of new brand expressions, including Flash’s refreshed visual identity and the new hotsters concept — signature hot dogs, sauces and upgraded service touchpoints created to enhance customer experience at stations. These elements formed part of the broader Flash 3.0 transformation, reflecting new energy, new formats and new possibilities.
Strategy
SPRING PR led the full development and execution of the anniversary launch event, beginning with the creation of the Flash 3.0 concept, the messaging framework and the complete visual direction. The team ensured that all creative elements, both content and design, were aligned with the broader anniversary communications cycle and reflected the company’s renewed positioning.
The preparation phase included managing influencer communications to introduce the upgraded hotsters concept and generate early visibility for the event. SPRING PR developed the full design package, coordinated content production and handled communication with partners and suppliers in the lead-up to the event. As part of the pre-event communication assets, the team also coordinated photo and video production, overseeing the creation of two key videos: one introducing the hotsters line and its signature purple sauce, and another conceptual video capturing the essence of the Flash 3.0 launch event.
From an operational perspective, SPRING PR managed all components of the event organisation. This included the coordination of branding production, technical setups, staging, lighting, audio systems and the placement of experience zones across the venue. The team worked closely with contractors, music bands and performers, ensuring the accuracy and timing of technical and programme-related requirements. A dedicated volunteer team was selected, briefed and supervised by SPRING PR to support guest flow, experience stations and audience management throughout the event.
On the event day, SPRING PR oversaw run-of-show management, stage flow, transitions and on-site communication between technical teams, performers and programme coordinators. The team prepared key messages and scripts for the host and ensured smooth delivery of all planned segments. Post-event communication included media coordination, preparation of materials and outreach aimed at extending the visibility of the Flash 3.0 launch and reinforcing the narrative of new energy, new format and new opportunities.
