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Problem 87% of the main target group know the product, but only 52% have tested it yet

Young Lions 2014 - J.Arbesser , S.Aue MEDIA Competition. The Red Bull Cola Story # loveredbullcola. Problem

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Problem 87% of the main target group know the product, but only 52% have tested it yet

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  1. Young Lions 2014 - J.Arbesser, S.Aue MEDIA Competition The Red Bull Cola Story #loveredbullcola Problem • 87% of the main target group know the product, but only 52% have tested it yet • 40% of them believe that the product is an Energy drink with the taste of cola or a similar taste • only 59% of them know that Red Bull Cola is a cola softdrink→ our target: increase this percentage Focus • Media planning with focus on Online • Additionally OOH, Ambient Media, POS, Promotion (sports event) • Storytelling and creation of word of mouth marketing (via hashtag #loveredbullcola) on all relevant social networks Targets: • Awareness, product understanding & trial  Online campaign & OOH • Creation of positive emotions to Red Bull Cola  all media • Use the benefits of social networks as multiplicator Facebook & Twitter, establish #loveredbullcola • Create a digital word of mouth Ambient activity Target group • Media TA: A 14-39, urban, interest in healthy living, keen to consume, interested in sports and leisure activities

  2. Young Lions 2014 - J.Arbesser, S.Aue MEDIA Competition Strategy CTA: #loveredbullcola and raffle throughout all media channels winners can get a supply of Red Bull Cola for a whole year • OOH: • Citylights in urban areas (Vienna + various capital citys) • POS: • supermarkets and gas stations in Vienna • Ambientmedia: • beverage dispenser at station Stephansplatz& Beach Volleyball Grand Slam • Screen at the dispenser, log in with your Facebook account, Facebook tab for the raffle, upload branded selfie incl. #loveredbullcola & get a Red Bull Cola for free ! #loveredbullcola Take a selfie withyour Red Bull Cola andwin!

  3. Young Lions 2014 - J.Arbesser, S.Aue MEDIA Competition Strategy • Social Media Storytelling & PR • production process of Red Bull Cola via Facebook, Twitter & Coporate-Blog • Facebook Ads • Press releases during & after Ambient activity • Display-Banner: • Homepage take over for 1 day with Sitebar (orf.at, msn.at & gmx.at) & YouTube Masthead (placement for 1 day) • Sitebar with targeting/Cluster (Goldbach, SDO etc.) • Mobile: • Mobile Ad formats: Video Splash Ad & 2:1 HTML 5 Banner • Shazam integration on existing TV spot airing at the same time • Search: • Google Adwords

  4. Young Lions 2014 - J.Arbesser, S.Aue MEDIA Competition Mediamix | Timing & budget

  5. Young Lions 2014 - J.Arbesser, S.Aue MEDIA Competition The Red Bull Cola Story #loveredbullcola KPIs • 10% increase of the brand identity • increase of the product identification from 59% to 70% • increase the trials from 52% to 65% • 5000 redemptions of the coupon codes • Shazam interaction rate 12% • increase of the fans and followers (Social Media channels) • 8000 participants at the Selfie-photo contest • to receive 5000 customer data records via the #loveredbullcola raffle

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