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Red Bull Account Pitch

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Red Bull Account Pitch

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    1. Cre8iv, LLC Friday, January 13, 2012 Red Bull Account Pitch

    2. Current Situation: Competition 2 Then At the turn of the century, Red Bull was the one, the original and the best. Competitors were only dipping their toes into the energy drink pool. As the time went on, however, Monster has caught up with Red Bull and overtaken it and other competitors have also entered the fray and Monster has actually overtaken it.At the turn of the century, Red Bull was the one, the original and the best. Competitors were only dipping their toes into the energy drink pool. As the time went on, however, Monster has caught up with Red Bull and overtaken it and other competitors have also entered the fray and Monster has actually overtaken it.

    3. 3 Current Situation: Ubiquity Red Bull had initially established itself as the mysterious, sometimes-unattainable drink which gained word-of-mouth notoriety because not everyone could get their hands on it. Now, however, while it dedicated itself to remaining original and pure, Red Bull is available absolutely anywhere and the mystery has gone.Red Bull had initially established itself as the mysterious, sometimes-unattainable drink which gained word-of-mouth notoriety because not everyone could get their hands on it. Now, however, while it dedicated itself to remaining original and pure, Red Bull is available absolutely anywhere and the mystery has gone.

    4. How can we help this great brand re-gain its competitive position? Current Situation: Challenges 4 The original ad campaign was funny in its time, but at this point in time it’s almost ten years old and the results speak for themselves. We want to help you evolve your message.The original ad campaign was funny in its time, but at this point in time it’s almost ten years old and the results speak for themselves. We want to help you evolve your message.

    5. “I want to be ready for whatever comes at me in life. I want to be at my best no matter what time of day, where I am, or what I’m doing. I use energy drinks to help me keep my edge.” Young men and women (18-34): Have moderate- to high-levels of disposable income Pursue extremely active lifestyles, often requiring them to forgo sleep for extended periods of time Frequently attend social events Currently imbibe energy drinks Are not easily influenced by traditional marketing channels, and are more so by alternative methods 5 Meet Your Target

    6. For those who never stop, Red Bull is the energy drink that fuels their active lifestyles, because it is the original drink that immediately revitalizes both the body and mind. Brand Positioning Statement 6

    7. Strengthen Red Bull brand equity to better align with the current positioning Desired attributes: Cool Edgy Intense Extreme Original Aspirational Marketing Objective 7

    8. 8 “Mirror” Campaign

    9. Media Plan 9 Replace with PicturesReplace with Pictures

    10. Media Budget 10 Pie ChartPie Chart

    11. 11 Timing: Grassroots

    12. Total budget: $7.5 million Goal: Unique presence in locations where people expect “aspirational intensity” especially in April, May, September, and December Estimated Impressions: 10 million Metrics: buzz, tweets, increases in visits to Facebook site during certain times Media Channel: Grassroots 12 Bull displays: Wall Street, Chicago Bulls, major city center displays Casinos – quarter cups, bathrooms, etc Bar bathroom mirrors Flash samples: dancers, tumblers, acrobats in reflective material putting on a show and giving out samples in city centers, near museums, at X-games, etc. Activities: reflective figures Base jumping, parachuting into central locationsBull displays: Wall Street, Chicago Bulls, major city center displays Casinos – quarter cups, bathrooms, etc Bar bathroom mirrors Flash samples: dancers, tumblers, acrobats in reflective material putting on a show and giving out samples in city centers, near museums, at X-games, etc. Activities: reflective figures Base jumping, parachuting into central locations

    13. 13 Timing: Digital

    14. Media Channel: Digital 14 RB already has a robust social media presence – we want to capitalize on that Link content to new campaign, sports marketing, grassroots/gorilla marketing Create pages within FB to generate conversations – Bragging about accomplishments Post videos or videologs of accomplishing something awesome, going the extra mile, etc. People vote via FB, website or mobile for winner Contests: Running with the Bulls in Spains “Big Bull” – Grand Marshall of the “Testy Festy” Rocky Mountain Oyster Festival in MontanaRB already has a robust social media presence – we want to capitalize on that Link content to new campaign, sports marketing, grassroots/gorilla marketing Create pages within FB to generate conversations – Bragging about accomplishments Post videos or videologs of accomplishing something awesome, going the extra mile, etc. People vote via FB, website or mobile for winner Contests: Running with the Bulls in Spains “Big Bull” – Grand Marshall of the “Testy Festy” Rocky Mountain Oyster Festival in Montana

    15. 15 Timing: Mobile

    16. Consumer is highly mobile Custom QR Code and Mirror QR Code Red Bull Insider app Mirror unlocks hidden content and Running of the Bulls contest Link to other apps/games Metrics: QR code scans, app downloads Media Channel: Mobile 16 Glue of the campaign – one central app QR codes linked to TV, Print, Digital, POS Consumer is on the go – heavy integration of Mobile Red Bull Insider app – Event finder/planner for our customers Red Bull TVGlue of the campaign – one central app QR codes linked to TV, Print, Digital, POS Consumer is on the go – heavy integration of Mobile Red Bull Insider app – Event finder/planner for our customers Red Bull TV

    17. 17 Timing: Print

    18. Two main categories: sports and men’s Selected national magazines: ESPN (circulation: 2M) and Maxim (2.5M) One sub-category: extreme sports Extreme sports magazines Cost: ESPN: $1.7M Maxim: $3.6M Extreme sports magazines: $650K Location prints (bars, stadiums, etc.) Metrics: readers/impressions, QR code scans, location visitors (i.e. bar patrons) 18 Media Channel: Print

    19. Media Channel: Print 19

    20. 20 Timing: TV

    21. Budget total: $9 million Focus on channels with activities requiring “aspirational intensity” Heavy up across all channels in April, May, and December Aim for frequency of 3 Estimated total impressions over 12 months: 350 million Metrics: impressions, QR/Shazam code scans 21 Media Channel: TV

    22. 22 Media Channel: TV

    23. “Mirror” highlights edginess and originality of Red Bull Keeps brand intact by maintaining product authenticity Evolution of old campaign Why this Campaign? 23

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