Document 6583697

Young Lions 2014
MEDIA Competition
Main focus points
BUSINESS
Increase in sales
MARKETING
Generate trial
MEDIA
Engagement, Performance
COMMUNICATIONS
Positive emotional engagement by highlighting
the 100% naturalness of the product
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
Consumer Insights
73%
Take part in competitions
organized by brands
if these are really engaging
67%
tell other people about things
they like or buy
85%
firstly look online when they
need certain information
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
Source: CCS 2012/2013
Use the high engagement
factor of the target group
Use the target group as WOM
multiplier & brand advocate
Provide online content, that can
easily be found and accessed
Use SEA & SEO for best
positioning and relevant ranking
Attract interest and attention
for the product
Young Lions 2014
#SimplyNaturalCola
 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)
MEDIA Competition
Young Lions 2014
MEDIA Competition
Channels for success…
Online
SEA & SEO
Facebook Standard / Domain Ads
GDN Banner
YouTube TrueView
Display Banner
Remarketing/ Retargeting
Awareness
Engagement
Mobile
Trial
Mobile Display Banner
POS
Shop Floorminder
Gastronomy table display cards
Packaging
QR-Codes
Mediamix: 63% Online, 12% Mobile, 25% POS (of a total media budget of 180.000 €)
Young Lions 2014
MEDIA Competition
…never lead to a dead end
Existing campaign
Online/Mobile campaigns
POS campaigns
#SimplyNaturalCola
Search campaign
Red Bull
Existing fanbase
Microsite
Hang
outs
User generated content
#SimplyNaturalCola – Simply Engaging, Simply Profitable!