THE SOLUTION Make people interact with Red Bull Cola

THE SOLUTIONMake people interact with

Red Bull Cola

Young Lions 2014 MEDIA Competition

THE PROBLEMA wrong perspective of

Red Bull Cola

think that Red Bull Cola is an

energy drink mixed with cola

think that Red Bull Cola is an energy drink with

cola flavor

52% of the target group have already tried

the Red Bull Cola

40%Get to know the production

of natural Cola

Experience a memorable try-out

Deliver the product to the right target group

• Giant can built out of wood• Shopping street in working district• Massive media display• Brand experience through all senses• Product try-out inside the can• Online media coverage

Young Lions 2014 MEDIA Competition

THE CORE IDEA RED BULL COLA TOWER

Let the target group step inside the product

• Red Bull Cola branded Wi-Fi• Automatic coupon download• Natural branded webcam

photostation• Email database for newsletter• #naturaltower• Geo tagging• Live stream

Young Lions 2014 MEDIA Competition

RED BULL COLA TOWER

SOCIAL NETWORKS

EARNED

Young Lions 2014 MEDIA Competition

MEDIA BUDGET

OWNEDPAID30% ONLINE

70% OFFLINE

WEB

SERVUS TV

SM

PR

WOM

Young Lions 2014 MEDIA Competition

All online activity is based on strong offline experience!