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Main focus points

Young Lions 2014 MEDIA Competition. Main focus points. BUSINESS Increase in sales. MARKETING Generate trial. MEDIA Engagement, Performance.

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Main focus points

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  1. Young Lions 2014 MEDIA Competition Main focus points BUSINESS Increase in sales MARKETING Generate trial MEDIA Engagement, Performance COMMUNICATIONS Positive emotional engagement by highlighting the 100% naturalness of the product CHALLENGE The target group doesn’t know or fully understand that Red Bull Cola isn’t an Energy Drink SOLUTION Underline the difference between Energy Drinks and Red Bull Cola as a 100% natural product

  2. Young Lions 2014 MEDIA Competition Boundaries and Chances for Red Bull Cola Consumer Insights Take part in competitions organized by brands if these are really engaging Use the high engagement factor of the target group 73% tell other people about things they like or buy 67% Use the target group as WOM multiplier & brand advocate firstly look online when they need certain information 85% Provide online content, that can easily be found and accessed Search Insight: no relevant organic or paid search results (energydrink-at.redbull.com/red-bull-cola) Use SEA & SEO for best positioning and relevant ranking POS Insight: Red Bull Cola is placed on shelves next to Energy Drinks and therefore can not be found in the Soft Drink segment Attract interest and attention for the product Source: CCS 2012/2013

  3. Young Lions 2014 MEDIA Competition #SimplyNaturalCola • Online Photo-Contest withintegratedvoting: in order toparticipateusers must uploadpicturesoftheRed Bull Cola can in thecontextof „urban nature“ – thebestthreepictures will bechosenbythecommunitythroughvotes • Eachoneofthe final threewinners will gettotraveltooneofthecontinentswherethemainthreeingredientsgrow – Africa (Cola nut), Asia (Chinese ginger) or South America (Coca leafe) • The mainfocusisUser Generated Content thatcreates an authentic, transparent and emotional imageforRed Bull Cola • Red Bull will beabletousethiscontentforfuture ad campaigningand in-housemedia(Servus TV, Terra Mater)

  4. Young Lions 2014 MEDIA Competition Channels for success… Online Remarketing/ Retargeting SEA & SEO Facebook Standard / Domain Ads GDN Banner YouTube TrueView Display Banner Awareness Mobile Engagement Trial Mobile Display Banner POS Shop Floorminder Gastronomy table display cards QR-Codes Packaging Mediamix: 63% Online, 12% Mobile, 25% POS (of a total media budget of 180.000 €)

  5. Young Lions 2014 MEDIA Competition …never lead to a dead end Existing campaign Online/Mobile campaigns POS campaigns #SimplyNaturalCola Search campaign Existing fanbase Hangouts Red Bull Microsite User generated content #SimplyNaturalCola – Simply Engaging, Simply Profitable!

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