Download - Main focus points
Young Lions 2014 MEDIA Competition
Main focus points
BUSINESS Increase in sales
MARKETINGGenerate trial
COMMUNICATIONSPositive emotional engagement by highlighting
the 100% naturalness of the product
MEDIAEngagement, Performance
CHALLENGEThe target group doesn’t know or fully understand that Red Bull Cola isn’t an Energy Drink
SOLUTIONUnderline 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 theyneed 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 TrueViewGDN Banner
Display Banner
SEA & SEORemarketing/ Retargeting
Shop Floorminder
Gastronomy table display cards
Packaging
Mediamix: 63% Online, 12% Mobile, 25% POS (of a total media budget of 180.000 €)
Online
Mobile
POS
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