Download pptx - All Natural, All Cola, All Down To Earth

Young Lions 2014 MEDIA Competition

All Natural, All Cola, All Down To Earth

The Red Bull Energy Drink gives you wings. We’ve created an idea to play with this well-known slogan in connection to Red Bull Cola.

Although flying is great, there are a lot of situations where you just have to be Down To Earth.

The concept plays with the product‘s strong USP that is also totally Down To Earth: Natural ingredients which create a pure Cola.

For the digital campaign the slogan All Natural, All Cola will be extended with All Down To Earth and therefore works perfectly with the already established TV spot.


Communication

In addition to the #AllDownToEarth-Moments of the users, there will be content generated by the Red Bull Heroes, who also function as multipliers.

USER-GENERATED CONTENT

MICROSITE

SOCIAL MEDIA

BANNER


Microsite & Social Media Central Hub for own and user generated

content. Content by users will be aggregated via a

hashtag. #AllDownToEarth will be used in various social networks to share personal #AllDownToEarth-moments.

Red Bull Heros will be featured in between the user-generated content to intensify the Down To Earth Idea.


Online & Mobile Overlay Ads in form of relevant Red Bull Heros who

are jumping across the screen when the user scrolls down the website.

Skyscraper and Flashbar with the message All Natural All Cola #AllDownToEarth appears.

In addition to that general skyscrapers will be booked via the AdVice network to especially reach out to opinion leaders.


BudgetOwned Media Earned Media Paid MediaMicrosite, RB-Website, RB-SM-Channels, SM-Channels of RB-Heros

User-Generated-Content, Seeding in Social Media

➜ Mediaplan

Mediaplan für Paid Media %Online: Layer Ads on target group-relevant websites 35 %

Online: Skysraper-Ads in the AdVice-Network 20 %

Mobile: Tablet Ads in target group-relevant magazines 20 %

Social Media: Facebook-Logout-Experience-Ads 20 %

Social Media: Youtube-Prerolls 5 %