Red Bull Promo ON TOP by MullenLowe SSP3 Bogota

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Industry Soft Drinks
Media Promo & PR
Market Colombia
Agency MullenLowe SSP3 Bogota
Creative Director Alejandro Benavides, Santiago Mesa
Art Director Silvia Julieta Rodriguez
Copywriter Luis Daniel Ochoa
Released October 2010

Credits & Description

Category: Best Use of Experiential Marketing in a Promotional Campaign
Advertiser: RED BULL
Product/Service: ENERGY DRINK
Agency: LOWE-SSP3
Date of First Appearance: Oct 9 2010
Entrant Company: LOWE-SSP3, Bogotá, COLOMBIA
Chief Creative Officer: Jose Miguel Sokoloff (Lowe-SSP3)
Creative Director: Alejandro Benavides/Santiago Mesa (Lowe-SSP3)
Art Director: Silvia Julieta Rodriguez (Lowe-SSP3)
Copywriter: Luis Daniel Ochoa (Lowe-SSP3)

Describe the objective of the promotion.
Red Bull needed to stand out during Colombia's biggest music festival, using the brands self ironic essence and humour, but with a very low budget compared to other sponsors.

Describe how the promotion developed from concept to implementation.
We wanted groupies, fans and rockers to be a part of this event and to record it any way they wanted. That´s why we gave them the thing they like best. The thing that only Red Bull could give them: WINGS!

To jump around, to shout, to vitalise their bodies and minds, and to climb on top of a friend and enjoy the high view.

Best of all they got a big reward for doing it: 2 Red Bulls for the price of 1.

Explain why the method of promotion was most relevant to the product or service.
We were able to stand out against other brands, making it clear to everyone that Red Bull gives you wings, to make concerts more enjoyable from beginning to the end and from up above.

Describe the success of the promotion with both client and consumer including some quantifiable results.
With a very small investment we topped the 70% sale expectations.
We gave life to our expression: Red Bull gives you wings.