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

QR-Codes

Young Lions 2014 MEDIA Competition

…never lead to a dead end

Existing campaign

Microsite

#SimplyNaturalCola

Hangouts

Online/Mobile campaigns

Existing fanbase

User generated content

POS campaigns

Red Bull

Search campaign

#SimplyNaturalCola – Simply Engaging, Simply Profitable!