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!