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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

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CTA: #loveredbullcola and raffle throughout all media channelswinners 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

#loveredbullcolaTake a selfie

with your Red Bull Cola

and win!

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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

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

Mediamix | Timing & budget

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• 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