Young Lions 2014 MEDIA Competition Main focus points BUSINESS Increase in sales MARKETING Generate trial COMMUNICATIONS Positive emotional engagement.

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Presentation transcript:

Young Lions 2014 MEDIA Competition Main focus points BUSINESS Increase in sales MARKETING Generate trial COMMUNICATIONS Positive emotional engagement by highlighting the 100% naturalness of the product MEDIA Engagement, Performance 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

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

 Online Photo-Contest with integrated voting: in order to participate users must upload pictures of the Red Bull Cola can in the context of „urban nature“ – the best three pictures will be chosen by the community through votes  Each one of the final three winners will get to travel to one of the continents where the main three ingredients grow – Africa (Cola nut), Asia (Chinese ginger) or South America (Coca leafe)  The main focus is User Generated Content that creates an authentic, transparent and emotional image for Red Bull Cola  Red Bull will be able to use this content for future ad campaigning and in-house media (Servus TV, Terra Mater) Young Lions 2014 MEDIA Competition #SimplyNaturalCola

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

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