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2. 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 The Red Bull Cola Story #loveredbullcola Young Lions 2014 - J.Arbesser, S.Aue MEDIA Competition 2

3. 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 Ambient media : – 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 ! Strategy Young Lions 2014 - J.Arbesser, S.Aue MEDIA Competition 3 # loveredbullcola Take a selfie with your Red Bull Cola and win !

4. 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 Young Lions 2014 - J.Arbesser, S.Aue MEDIA Competition 4

5. Mediamix | Timing & budget 5

6. 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 The Red Bull Cola Story #loveredbullcola KPIs Young Lions 2014 - J.Arbesser, S.Aue MEDIA Competition 6