SlideShare une entreprise Scribd logo
1  sur  7
Télécharger pour lire hors ligne
Jack	
  Oughton	
  –	
  05.05.11	
  –	
  Red	
  Bull	
  Press	
  Release	
  Assignment	
  



Campaign	
  Idea	
  
     Introducing	
  Red	
  Bull	
  –	
  Olympian	
  	
  




                                                                     	
  
     Still	
  giving	
  you	
  wings	
  but	
  with	
  no	
  caffeine	
  or	
  additives!	
  
     The	
  new	
  approach	
  to	
  an	
  energy	
  drink:	
  

     Appealing	
  to	
  the	
  more	
  health	
  conscious	
  market	
  that	
  may	
  not	
  consume	
  Red	
  
     Bull	
  out	
  of	
  a	
  dislike	
  of	
  additives	
  and	
  caffeine.	
  Though	
  there	
  is	
  a	
  sugar	
  free	
  Red	
  
     Bull,	
  Olympian	
  makes	
  the	
  full	
  transition	
  to	
  an	
  almost	
  completely	
  ‘all	
  natural’	
  
     energy	
  drink.	
  Hence	
  we	
  have	
  nutritionists	
  offering	
  consultations	
  and	
  talking	
  
     about	
  the	
  benefits	
  of	
  the	
  new	
  healthier	
  Red	
  Bull	
  for	
  energy.	
  
     Also	
  marketed	
  a	
  sports	
  crowd,	
  not	
  just	
  people	
  who	
  need	
  energy	
  to	
  get	
  
     through	
  an	
  energy	
  slump	
  as	
  they	
  work	
  their	
  desk	
  job.	
  	
  
     Branding	
  focuses	
  on	
  high	
  achievements	
  in	
  the	
  physical	
  and	
  mental	
  arenas,	
  
     tying	
  in	
  with	
  the	
  idea	
  of	
  the	
  high	
  achieving	
  Olympian	
  athlete.	
  Red	
  Bull	
  
     Olympian	
  helps	
  you	
  win	
  in	
  your	
  business	
  and	
  personal	
  life.	
  

     The	
  branding	
  focuses	
  on	
  lots	
  of	
  ancient	
  Greek	
  imagery,	
  which	
  creates	
  a	
  nice	
  
     event	
  atmosphere	
  and	
  plays	
  on	
  people’s	
  interests	
  in	
  the	
  history	
  of	
  the	
  
     Olympics	
  
Jack	
  Oughton	
  –	
  05.05.11	
  –	
  Red	
  Bull	
  Press	
  Release	
  Assignment	
  




                                                            	
  
     We	
  want	
  high-­‐powered	
  businesspeople	
  to	
  start	
  their	
  day	
  in	
  the	
  office	
  with	
  Red	
  
     Bull	
  Olympian,	
  instead	
  of	
  coffee!	
  

     The	
  main	
  benefit	
  we	
  are	
  selling	
  from	
  the	
  event	
  comes	
  from	
  the	
  ideas	
  of	
  a	
  
     natural,	
  healthy	
  drink	
  that	
  gives	
  a	
  good	
  boost	
  to	
  your	
  energy	
  and	
  your	
  health.	
  
     Everyone	
  can	
  be	
  an	
  Olympian,	
  with	
  a	
  bit	
  of	
  help	
  from	
  Red	
  Bull..	
  

Campaign	
  Goals	
  
     •    700,000	
  total	
  footfall	
  over	
  the	
  week	
  period	
  of	
  the	
  event.	
  Hoping	
  to	
  
          average	
  around	
  100,000	
  a	
  day.	
  	
  

     •    Secure	
  1000	
  new	
  distribution	
  agreements	
  with	
  retailers	
  

     •    Secure	
  300	
  new	
  distribution	
  agreements	
  with	
  sports	
  retailers.	
  

     •    Raise	
  awareness	
  of	
  the	
  product	
  brand.	
  

     •    Brand	
  the	
  product	
  as	
  a	
  high	
  achiever’s,	
  healthy,	
  energy	
  drink	
  

     •    Opt	
  as	
  an	
  opening	
  into	
  the	
  sports	
  drinks	
  market.	
  

     •    Continue	
  to	
  increase	
  Red	
  Bull’s	
  exposure	
  as	
  an	
  entertainment	
  and	
  events	
  
          company.	
  

     •    Draw	
  an	
  audience	
  and	
  create	
  a	
  buzz	
  with	
  the	
  Ancient	
  Greek	
  themed	
  
          festival.	
  

     •    Gain	
  exposure	
  in	
  press	
  dealing	
  with	
  ancient	
  history	
  and	
  performance	
  
          psychology	
  –	
  media	
  channels	
  not	
  traditionally	
  associated	
  with	
  Red	
  Bull.	
  
          We	
  will	
  do	
  this	
  by	
  appealing	
  to	
  both	
  of	
  these	
  markets	
  in	
  the	
  events	
  
          execution.	
  
Jack	
  Oughton	
  –	
  05.05.11	
  –	
  Red	
  Bull	
  Press	
  Release	
  Assignment	
  


      •      Create	
  a	
  fun,	
  humorous	
  and	
  tongue	
  in	
  cheek	
  atmosphere	
  around	
  the	
  idea	
  
             of	
  high	
  achievement	
  as	
  stereotyped	
  in	
  the	
  media.	
  

      •      Sell	
  all	
  stock	
  of	
  the	
  limited	
  production	
  Red	
  Bull	
  Olympian	
  merchandise	
  
             and	
  cans	
  of	
  product.	
  

      •      Red	
  Bull	
  will	
  personally	
  sponsor	
  12	
  of	
  the	
  most	
  promising	
  British	
  
             Olympic	
  team	
  for	
  2012.	
  
      	
  

The	
  Event:	
  
Location:	
  Area	
  Outside	
  Wembley	
  Stadium,	
  London.	
  

Date:	
  July	
  13th-­‐20st	
  2012	
  (ending	
  one	
  week	
  prior	
  to	
  the	
  start	
  of	
  The	
  Olympics)	
  

Layout:	
  	
  
3	
  areas	
  

Area	
  1:	
  Olympian	
  Reenactment	
  Area	
  

Convincing	
  actors	
  dressed	
  as	
  Ancient	
  Gods	
  interacting	
  with	
  visitors.	
  (I.e	
  Ares	
  is	
  
going	
  to	
  be	
  a	
  6’10	
  bodybuilder	
  with	
  a	
  white	
  beard,	
  full	
  hoplite	
  armor	
  and	
  an	
  
ornamental	
  spear)	
  




                                                                             	
  
A	
  mock	
  Parthenon,	
  similar	
  to	
  one	
  that	
  will	
  be	
  built	
  for	
  the	
  event.	
  
Small	
  Museum	
  of	
  Olympic	
  History,	
  which	
  contrasts	
  the	
  old	
  Olympics	
  to	
  as	
  they	
  are	
  
today.	
  
Vendors	
  selling	
  Greek	
  and	
  Mediterranean	
  cuisine.	
  
Mock	
  votive	
  ceremonies	
  and	
  recreation	
  of	
  Olympic	
  events	
  from	
  pre	
  Christian	
  
Greece.	
  
Authentic	
  Hellenic	
  atmosphere.	
  

Free	
  laurel	
  wreaths!	
  
Area	
  2:	
  Modern	
  Olympian	
  Area	
  
Jack	
  Oughton	
  –	
  05.05.11	
  –	
  Red	
  Bull	
  Press	
  Release	
  Assignment	
  


Patriotic	
  tribute	
  to	
  Britain’s	
  2012	
  Olympic	
  teams.	
  
Host	
  to	
  the	
  Olympic	
  challenges	
  and	
  sporting	
  areas	
  

Large	
  screens	
  replaying	
  famous	
  moments	
  from	
  Britain’s	
  Olympic	
  history	
  
Speeches	
  and	
  talks	
  from	
  famous	
  British	
  Olympians;	
  Dame	
  Kelly	
  Holmes,	
  Linford	
  
Cristie	
  and	
  Sir	
  Steve	
  Redgrave	
  

Host	
  to	
  stage	
  where	
  famous	
  British	
  Olympians	
  will	
  speak	
  and	
  where	
  the	
  main	
  
musical	
  performance	
  will	
  be	
  held.	
  

Scheduled	
  autograph	
  signings	
  with	
  Britain’s	
  2012	
  Olympic	
  teams.	
  
Food	
  and	
  refreshment	
  vendors,	
  along	
  with	
  sponsored	
  places	
  for	
  businesses	
  such	
  
as	
  Coca	
  Cola	
  and	
  McDonalds.	
  
Red	
  Bull	
  sampling	
  booths,	
  where	
  members	
  of	
  the	
  public	
  can	
  try	
  out	
  the	
  flavour	
  of	
  
Red	
  Bull	
  Olympian	
  and	
  the	
  older	
  flavours.	
  

Also	
  host	
  to	
  3	
  smaller	
  stages	
  for	
  Red	
  Bull’s	
  Unsigned	
  Olympian	
  Challenge	
  
Area	
  3:	
  Red	
  Bull	
  Trade	
  fair	
  
Trade	
  fair	
  aimed	
  at	
  retail	
  business	
  people	
  involved	
  in	
  the	
  sale	
  of	
  the	
  product	
  and	
  
sports	
  manufacturers	
  and	
  facilities	
  that	
  may	
  consider	
  offering	
  the	
  product	
  as	
  a	
  
sport	
  replenishment	
  drink.	
  The	
  trade	
  fair	
  will	
  also	
  focus	
  on	
  other	
  Red	
  Bull	
  
products,	
  but	
  will	
  feature	
  the	
  Olympian	
  product	
  release	
  due	
  to	
  the	
  event	
  timing.	
  




                                                                    	
  
The	
  trade	
  fair	
  will	
  expound	
  the	
  benefits	
  of	
  doing	
  business	
  with	
  Red	
  Bull	
  
Olympian’s	
  Opening	
  Sale:	
  
Lasts	
  one	
  week.	
  

Offers	
  Limited	
  number	
  	
  (6000)	
  of	
  discount	
  price	
  cans	
  of	
  Red	
  Bull	
  Olympian.	
  	
  
Limited	
  edition	
  clothing	
  sales;	
  Red	
  Bull	
  Olympian	
  Sporting	
  T	
  shirts	
  and	
  Sports	
  
Gear	
  
Early	
  bird	
  discount	
  for	
  potential	
  retail	
  and	
  sports	
  distributors.	
  
Jack	
  Oughton	
  –	
  05.05.11	
  –	
  Red	
  Bull	
  Press	
  Release	
  Assignment	
  


Events:	
  
SPORTING	
  AREAS	
  10	
  Olympic	
  sports	
  tryout	
  areas/booths	
  with	
  professional	
  
coaches	
  on	
  hand	
  to	
  teach.	
  These	
  include	
  activities	
  such	
  as	
  shot	
  put,	
  high	
  jump,	
  
sprinting	
  and	
  javelin.	
  These	
  host	
  the	
  Olympic	
  Challenges,	
  explained	
  below.	
  
OLYMPIC	
  CHALLENGES	
  –	
  10	
  winners	
  from	
  each	
  sporting	
  area	
  (for	
  example,	
  
those	
  who	
  get	
  the	
  best	
  time	
  on	
  the	
  sprint	
  and	
  the	
  most	
  distance	
  on	
  the	
  long	
  
jump)	
  –	
  win	
  a	
  year’s	
  supply	
  of	
  Red	
  Bull	
  Olympian.	
  
VANGELIS	
  PERFORMS	
  CHARIOTS	
  OF	
  FIRE:	
  We’ve	
  paid	
  an	
  exorbitant	
  amount	
  of	
  
money	
  to	
  get	
  Vangelis	
  to	
  perform	
  a	
  one	
  off	
  set	
  from	
  the	
  film/album	
  Chariots	
  of	
  
Fire.	
  As	
  Red	
  Bull	
  are	
  a	
  youthful	
  tongue	
  in	
  cheek	
  brand,	
  the	
  marketing	
  will	
  
definitely	
  have	
  a	
  lot	
  of	
  fun	
  pushing	
  the	
  old	
  film	
  clichés	
  of	
  slow	
  motion	
  running	
  
and	
  feats	
  of	
  endurance	
  during	
  the	
  performance.	
  




                                                                               	
  
Vangelis’	
  performances,	
  although	
  rare,	
  are	
  always	
  epic	
  in	
  scope	
  and	
  imagination.	
  
REDBULL’S	
  UNSIGNED	
  OLYMPIAN	
  CHALLNGE:	
  3	
  stages	
  for	
  bands	
  to	
  get	
  
personal	
  exposure	
  –	
  each	
  band	
  has	
  to	
  have	
  at	
  least	
  1	
  tongue	
  in	
  cheek	
  
‘motivational’	
  song/cover	
  (ie.	
  Eye	
  Of	
  The	
  Tiger).	
  30	
  bands	
  will	
  play	
  overall	
  (10	
  on	
  
each	
  stage	
  over	
  the	
  week)	
  winners	
  will	
  be	
  granted	
  a	
  record	
  deal	
  with	
  Red	
  Bull	
  
Records	
  (newly	
  formed	
  for	
  this	
  event).	
  	
  The	
  first	
  album	
  will	
  have	
  Olympic	
  themed	
  
imagery	
  and	
  a	
  DVD	
  of	
  live	
  footage	
  from	
  their	
  performance	
  at	
  this	
  event.	
  

These	
  bands	
  will	
  bring	
  extra	
  fans	
  along	
  to	
  add	
  to	
  overall	
  footfall.	
  The	
  music	
  will	
  
help	
  solidify	
  Red	
  Bull’s	
  brand	
  as	
  an	
  events	
  and	
  media	
  company,	
  not	
  just	
  a	
  sports	
  
drink.	
  

Cost	
  Centre:	
  
     •     Cost	
  of	
  coaches	
  on	
  hand	
  +	
  public	
  insurance:	
  £2000	
  (£200	
  for	
  a	
  day	
  x	
  10	
  
           coaches)	
  

     •     Cost	
  of	
  actors	
  dressed	
  as	
  Gods:	
  £1200	
  (£150	
  per	
  actor	
  for	
  8hrs	
  work	
  x	
  8	
  
           actors)	
  

     •     Cost	
  of	
  celebrity	
  speakers	
  [Cristie,	
  Redgrave	
  and	
  Holmes]:	
  £45000	
  (£5000	
  
           daily	
  flat	
  fee	
  x3,	
  over	
  3	
  days)	
  

     •     Cost	
  of	
  15000	
  ‘fake’	
  laurel	
  wreaths:	
  £500	
  (short	
  production	
  run	
  of	
  plastic	
  
           headwear	
  at	
  0.3p	
  each)	
  
Jack	
  Oughton	
  –	
  05.05.11	
  –	
  Red	
  Bull	
  Press	
  Release	
  Assignment	
  


     •     Cost	
  of	
  a	
  10	
  competition	
  winners	
  who	
  win	
  a	
  years	
  supply	
  of	
  Redbull	
  
           Olympian:	
  £1825	
  (365	
  cans	
  of	
  red	
  bull	
  at	
  £0.50,	
  x	
  10)	
  

     •     Set	
  cost	
  (including	
  Parthenon)	
  of	
  Olympian	
  Village	
  and	
  Museum:	
  £10000	
  
           (combined	
  installation	
  budget	
  for	
  various	
  contractors)	
  

     •     Staff	
  costs	
  of	
  500	
  supervisory	
  staff:	
  £262,500	
  (£75	
  x	
  500)	
  x	
  7	
  days)	
  	
  

     •     Costs	
  of	
  limited	
  print	
  run	
  of	
  Olympian	
  Sporting	
  T	
  shirts	
  and	
  Sporting	
  gear.	
  
           £5000	
  

     •     Costs	
  of	
  initial	
  run	
  of	
  Red	
  Bull	
  produced	
  at	
  cost:	
  £1200	
  (6000	
  x	
  £0.20)	
  

     •     Cost	
  of	
  4	
  year	
  sponsorship	
  for	
  12	
  Olympians	
  (starting	
  at	
  the	
  end	
  of	
  thjis	
  
           Olympic	
  event.):	
  £144,000	
  (£250	
  bursary	
  a	
  month,	
  each	
  for	
  4	
  years	
  -­‐	
  
           £12000	
  x	
  12)	
  

     •     Space	
  Hire,	
  Public	
  Liability	
  and	
  Permission:	
  £7m	
  

     •     TOTAL	
  COST	
  ESTIMATION:	
  	
  £7,473,225	
  

3.	
  Media	
  Plan	
  
All	
  article	
  pitches	
  reference	
  the	
  launch	
  event	
  and	
  the	
  new	
  product	
  
Success	
  Magazine	
  (personal	
  achievement	
  angle	
  –	
  pitch	
  examples	
  of	
  Olympian	
  
achievements)	
  
Psychologies	
  (personal	
  achievement	
  angle	
  –	
  pitch	
  psychology	
  case	
  study	
  of	
  a	
  
wining	
  Olympian)	
  

Psychology	
  Today	
  (self	
  help–	
  overcoming	
  barriers	
  to	
  your	
  personal	
  Olympic	
  
records)	
  

Time	
  Out	
  London	
  (London	
  angle)	
  	
  
Youtube	
  (Pitch	
  a	
  sponsorship	
  for	
  the	
  Red	
  Bull	
  channel	
  for	
  the	
  week	
  ,	
  posting	
  a	
  
live	
  feed	
  online	
  and	
  ‘best	
  of’	
  segments	
  from	
  the	
  festivities)	
  
The	
  Metro	
  (London	
  angle)	
  
Channel	
  4	
  –	
  (Pitch	
  youth	
  themed	
  documentary	
  about	
  Britain’s	
  Up	
  and	
  Coming	
  
Olympians,	
  who	
  will	
  be	
  performing	
  in	
  2012,	
  including	
  lots	
  of	
  footage	
  from	
  the	
  
Red	
  Bull	
  event	
  ,	
  and	
  Red	
  Bull’s	
  sponsorship	
  of	
  these	
  athletes)	
  

Sports	
  Management	
  (sports	
  marketing	
  angle	
  –	
  pitch	
  launch	
  as	
  case	
  study)	
  
BBC	
  1/2	
  –	
  (pitch	
  rights	
  for	
  capturing	
  the	
  event	
  live	
  as	
  a	
  festival,	
  especially	
  the	
  
highlights	
  as	
  live	
  speeches	
  and	
  music)	
  
Jack	
  Oughton	
  –	
  05.05.11	
  –	
  Red	
  Bull	
  Press	
  Release	
  Assignment	
  




                                                    	
  
Our	
  Combination	
  Of	
  Print,	
  TV	
  and	
  Online	
  media	
  ensure	
  that	
  we	
  get	
  a	
  range	
  of	
  
coverage	
  in	
  various	
  channels,	
  across	
  different	
  timeframes.	
  

Men’s	
  Health	
  (Training	
  angle	
  –	
  pitch	
  Olympic	
  workouts)	
  
GQ	
  Magazine	
  (Fashion	
  angle	
  –	
  pitch	
  Olympic	
  style	
  article)	
  
Esquire	
  Magazine	
  (lifestyle	
  angle	
  –	
  pitch	
  Olympic	
  style	
  magazine)	
  
Healthy	
  Magazine	
  (Nutrition	
  angle	
  –	
  pitch	
  how	
  to	
  stay	
  fit	
  like	
  an	
  Olympian	
  
without	
  the	
  training)	
  
HistoryToday	
  (culture	
  angle	
  –	
  pitch	
  case	
  study	
  of	
  Ancient	
  Olympic	
  reenactment	
  
at	
  the	
  event)	
  
BBC	
  History	
  Extra(culture	
  angle	
  –	
  pitch	
  a	
  comparison	
  of	
  modern	
  Olympic	
  events	
  
to	
  their	
  historical	
  origins)	
  




                                                           	
  
We	
  believe	
  that	
  as	
  Red	
  Bull’s	
  trust	
  and	
  reach	
  as	
  a	
  brand	
  grows,	
  we	
  can	
  find	
  more	
  
avenues	
  to	
  serve	
  with	
  our	
  drink.	
  Extending	
  into	
  new	
  areas	
  (specifically	
  sports)	
  is	
  
the	
  goal	
  of	
  this	
  product	
  release	
  and	
  event.	
  

Contenu connexe

Tendances

Decathlon store report / prepared by A.SUNDHAR B.Tech FT PSGCT
Decathlon store report / prepared by A.SUNDHAR B.Tech FT PSGCTDecathlon store report / prepared by A.SUNDHAR B.Tech FT PSGCT
Decathlon store report / prepared by A.SUNDHAR B.Tech FT PSGCTSundhar Avinaash
 
production and opreation(pom) on redbull
production and opreation(pom) on redbullproduction and opreation(pom) on redbull
production and opreation(pom) on redbullRishabh Rathi
 
Coke_Case_Assignment
Coke_Case_AssignmentCoke_Case_Assignment
Coke_Case_AssignmentGyalpo
 

Tendances (7)

Decathlon store report / prepared by A.SUNDHAR B.Tech FT PSGCT
Decathlon store report / prepared by A.SUNDHAR B.Tech FT PSGCTDecathlon store report / prepared by A.SUNDHAR B.Tech FT PSGCT
Decathlon store report / prepared by A.SUNDHAR B.Tech FT PSGCT
 
brandreview
brandreviewbrandreview
brandreview
 
Red bull case study
Red bull case studyRed bull case study
Red bull case study
 
Red bull product analysis
Red bull product analysisRed bull product analysis
Red bull product analysis
 
production and opreation(pom) on redbull
production and opreation(pom) on redbullproduction and opreation(pom) on redbull
production and opreation(pom) on redbull
 
Lucozade
LucozadeLucozade
Lucozade
 
Coke_Case_Assignment
Coke_Case_AssignmentCoke_Case_Assignment
Coke_Case_Assignment
 

Similaire à jack oughton - 05.05.11 - red bull press release assignment.pdf

Event Management & Fundraising successful case study
Event Management & Fundraising successful case studyEvent Management & Fundraising successful case study
Event Management & Fundraising successful case studyMirella Alexou
 
Red Bull
Red Bull Red Bull
Red Bull sim7
 
Event Management&Fundraising - Successful Case Study
Event Management&Fundraising - Successful Case StudyEvent Management&Fundraising - Successful Case Study
Event Management&Fundraising - Successful Case StudyMirella Alexou
 
Secrets to wiings of red bull !
Secrets to wiings of red bull !Secrets to wiings of red bull !
Secrets to wiings of red bull !Tushar Mangal
 
P07. Red Bull Marketing Strategy
P07. Red Bull Marketing StrategyP07. Red Bull Marketing Strategy
P07. Red Bull Marketing StrategyAshish Mathew
 
Red bull –a marketing excellence
Red bull –a marketing excellenceRed bull –a marketing excellence
Red bull –a marketing excellenceSoham Mondal
 
Red Bull Marketing Campaign
Red Bull Marketing CampaignRed Bull Marketing Campaign
Red Bull Marketing CampaignJessica Dunning
 
Marketing campaign Of various MNC's
Marketing campaign Of various MNC'sMarketing campaign Of various MNC's
Marketing campaign Of various MNC'sRupesh Suradkar
 
Dr. Pepper Snapple Group Inc.
Dr. Pepper Snapple Group Inc.Dr. Pepper Snapple Group Inc.
Dr. Pepper Snapple Group Inc.Monique Jones
 
Red bull marketing strategy
Red bull marketing strategyRed bull marketing strategy
Red bull marketing strategyPriyank Thada
 
Red bull presentation
Red bull presentationRed bull presentation
Red bull presentationRahul Ladiya
 
Red bull by Ananya Garg
Red bull by Ananya GargRed bull by Ananya Garg
Red bull by Ananya GargAnanya Garg
 
London 2012 olympics powerpoint show
London 2012 olympics powerpoint showLondon 2012 olympics powerpoint show
London 2012 olympics powerpoint showmetodicar4
 
Digital Digest Assignment
Digital Digest AssignmentDigital Digest Assignment
Digital Digest AssignmentAndrewJohnGaa
 
Task 1 research
Task 1 researchTask 1 research
Task 1 researchMel Storey
 

Similaire à jack oughton - 05.05.11 - red bull press release assignment.pdf (20)

Event Management & Fundraising successful case study
Event Management & Fundraising successful case studyEvent Management & Fundraising successful case study
Event Management & Fundraising successful case study
 
Red Bull
Red Bull Red Bull
Red Bull
 
Event Management&Fundraising - Successful Case Study
Event Management&Fundraising - Successful Case StudyEvent Management&Fundraising - Successful Case Study
Event Management&Fundraising - Successful Case Study
 
Secrets to wiings of red bull !
Secrets to wiings of red bull !Secrets to wiings of red bull !
Secrets to wiings of red bull !
 
Red Bull
Red BullRed Bull
Red Bull
 
P07. Red Bull Marketing Strategy
P07. Red Bull Marketing StrategyP07. Red Bull Marketing Strategy
P07. Red Bull Marketing Strategy
 
Red bull –a marketing excellence
Red bull –a marketing excellenceRed bull –a marketing excellence
Red bull –a marketing excellence
 
Red Bull Marketing Campaign
Red Bull Marketing CampaignRed Bull Marketing Campaign
Red Bull Marketing Campaign
 
Marketing campaign Of various MNC's
Marketing campaign Of various MNC'sMarketing campaign Of various MNC's
Marketing campaign Of various MNC's
 
Dr. Pepper Snapple Group Inc.
Dr. Pepper Snapple Group Inc.Dr. Pepper Snapple Group Inc.
Dr. Pepper Snapple Group Inc.
 
The Peoples Fringe
The Peoples Fringe The Peoples Fringe
The Peoples Fringe
 
Redbull
RedbullRedbull
Redbull
 
Redbullppt
RedbullpptRedbullppt
Redbullppt
 
Red bull marketing strategy
Red bull marketing strategyRed bull marketing strategy
Red bull marketing strategy
 
Red bull presentation
Red bull presentationRed bull presentation
Red bull presentation
 
Red bull by Ananya Garg
Red bull by Ananya GargRed bull by Ananya Garg
Red bull by Ananya Garg
 
London 2012 olympics powerpoint show
London 2012 olympics powerpoint showLondon 2012 olympics powerpoint show
London 2012 olympics powerpoint show
 
Digital Digest Assignment
Digital Digest AssignmentDigital Digest Assignment
Digital Digest Assignment
 
Task 1 research
Task 1 researchTask 1 research
Task 1 research
 
90 sport dining_bar
90 sport dining_bar90 sport dining_bar
90 sport dining_bar
 

Plus de Jack Oughton

Jack Oughton - Incessant Typing
Jack Oughton - Incessant Typing Jack Oughton - Incessant Typing
Jack Oughton - Incessant Typing Jack Oughton
 
Jack oughton get more better ideas v1.0
Jack oughton   get more better ideas v1.0Jack oughton   get more better ideas v1.0
Jack oughton get more better ideas v1.0Jack Oughton
 
Jack oughton ‘virtuous writing checklist' v1.0
Jack oughton   ‘virtuous writing checklist' v1.0Jack oughton   ‘virtuous writing checklist' v1.0
Jack oughton ‘virtuous writing checklist' v1.0Jack Oughton
 
jack oughton - 05.05.11 - red bull press release assignment.pdf
jack oughton - 05.05.11 - red bull press release assignment.pdfjack oughton - 05.05.11 - red bull press release assignment.pdf
jack oughton - 05.05.11 - red bull press release assignment.pdfJack Oughton
 
Jack Oughton – 21.03.11 - Something Different In Haringey.pdf
Jack Oughton – 21.03.11 - Something Different In Haringey.pdfJack Oughton – 21.03.11 - Something Different In Haringey.pdf
Jack Oughton – 21.03.11 - Something Different In Haringey.pdfJack Oughton
 
Jack Oughton – 15.03.11 – Celebrity Errors and Apologies.pdf
Jack Oughton – 15.03.11 – Celebrity Errors and Apologies.pdfJack Oughton – 15.03.11 – Celebrity Errors and Apologies.pdf
Jack Oughton – 15.03.11 – Celebrity Errors and Apologies.pdfJack Oughton
 
Jack Oughton - 05.04.11 - Cyberwar Short Cut.pdf
Jack Oughton - 05.04.11 - Cyberwar Short Cut.pdfJack Oughton - 05.04.11 - Cyberwar Short Cut.pdf
Jack Oughton - 05.04.11 - Cyberwar Short Cut.pdfJack Oughton
 
Jack Oughton – 21.03.11 - Something Different In Haringey.pdf
Jack Oughton – 21.03.11 - Something Different In Haringey.pdfJack Oughton – 21.03.11 - Something Different In Haringey.pdf
Jack Oughton – 21.03.11 - Something Different In Haringey.pdfJack Oughton
 
Jack Oughton – 15.03.11 – Celebrity Errors and Apologies.pdf
Jack Oughton – 15.03.11 – Celebrity Errors and Apologies.pdfJack Oughton – 15.03.11 – Celebrity Errors and Apologies.pdf
Jack Oughton – 15.03.11 – Celebrity Errors and Apologies.pdfJack Oughton
 
Jack Oughton - 05.04.11 - Cyberwar Short Cut.pdf
Jack Oughton - 05.04.11 - Cyberwar Short Cut.pdfJack Oughton - 05.04.11 - Cyberwar Short Cut.pdf
Jack Oughton - 05.04.11 - Cyberwar Short Cut.pdfJack Oughton
 
Flyer koukouvaya fine art photography - wales
Flyer   koukouvaya fine art photography - walesFlyer   koukouvaya fine art photography - wales
Flyer koukouvaya fine art photography - walesJack Oughton
 
Flyer koukouvaya fine art photography - liverpool
Flyer   koukouvaya fine art photography - liverpoolFlyer   koukouvaya fine art photography - liverpool
Flyer koukouvaya fine art photography - liverpoolJack Oughton
 
Flyer koukouvaya fine art photography - isle of mann
Flyer   koukouvaya fine art photography - isle of mannFlyer   koukouvaya fine art photography - isle of mann
Flyer koukouvaya fine art photography - isle of mannJack Oughton
 
Flyer koukouvaya fine art photography - spain
Flyer   koukouvaya fine art photography - spainFlyer   koukouvaya fine art photography - spain
Flyer koukouvaya fine art photography - spainJack Oughton
 
Flyer koukouvaya fine art photography - southern usa + mexico
Flyer   koukouvaya fine art photography - southern usa + mexicoFlyer   koukouvaya fine art photography - southern usa + mexico
Flyer koukouvaya fine art photography - southern usa + mexicoJack Oughton
 
Flyer koukouvaya fine art photography - models folio [colour]
Flyer   koukouvaya fine art photography - models folio [colour]Flyer   koukouvaya fine art photography - models folio [colour]
Flyer koukouvaya fine art photography - models folio [colour]Jack Oughton
 
Flyer koukouvaya fine art abstracts 003
Flyer   koukouvaya fine art abstracts 003Flyer   koukouvaya fine art abstracts 003
Flyer koukouvaya fine art abstracts 003Jack Oughton
 
Flyer koukouvaya fine art abstracts 002
Flyer   koukouvaya fine art abstracts 002Flyer   koukouvaya fine art abstracts 002
Flyer koukouvaya fine art abstracts 002Jack Oughton
 
Flyer koukouvaya fine art abstracts 001
Flyer   koukouvaya fine art abstracts 001Flyer   koukouvaya fine art abstracts 001
Flyer koukouvaya fine art abstracts 001Jack Oughton
 
Flyer koukouvaya fine art photography - shoreham + birmingham
Flyer   koukouvaya fine art photography - shoreham + birminghamFlyer   koukouvaya fine art photography - shoreham + birmingham
Flyer koukouvaya fine art photography - shoreham + birminghamJack Oughton
 

Plus de Jack Oughton (20)

Jack Oughton - Incessant Typing
Jack Oughton - Incessant Typing Jack Oughton - Incessant Typing
Jack Oughton - Incessant Typing
 
Jack oughton get more better ideas v1.0
Jack oughton   get more better ideas v1.0Jack oughton   get more better ideas v1.0
Jack oughton get more better ideas v1.0
 
Jack oughton ‘virtuous writing checklist' v1.0
Jack oughton   ‘virtuous writing checklist' v1.0Jack oughton   ‘virtuous writing checklist' v1.0
Jack oughton ‘virtuous writing checklist' v1.0
 
jack oughton - 05.05.11 - red bull press release assignment.pdf
jack oughton - 05.05.11 - red bull press release assignment.pdfjack oughton - 05.05.11 - red bull press release assignment.pdf
jack oughton - 05.05.11 - red bull press release assignment.pdf
 
Jack Oughton – 21.03.11 - Something Different In Haringey.pdf
Jack Oughton – 21.03.11 - Something Different In Haringey.pdfJack Oughton – 21.03.11 - Something Different In Haringey.pdf
Jack Oughton – 21.03.11 - Something Different In Haringey.pdf
 
Jack Oughton – 15.03.11 – Celebrity Errors and Apologies.pdf
Jack Oughton – 15.03.11 – Celebrity Errors and Apologies.pdfJack Oughton – 15.03.11 – Celebrity Errors and Apologies.pdf
Jack Oughton – 15.03.11 – Celebrity Errors and Apologies.pdf
 
Jack Oughton - 05.04.11 - Cyberwar Short Cut.pdf
Jack Oughton - 05.04.11 - Cyberwar Short Cut.pdfJack Oughton - 05.04.11 - Cyberwar Short Cut.pdf
Jack Oughton - 05.04.11 - Cyberwar Short Cut.pdf
 
Jack Oughton – 21.03.11 - Something Different In Haringey.pdf
Jack Oughton – 21.03.11 - Something Different In Haringey.pdfJack Oughton – 21.03.11 - Something Different In Haringey.pdf
Jack Oughton – 21.03.11 - Something Different In Haringey.pdf
 
Jack Oughton – 15.03.11 – Celebrity Errors and Apologies.pdf
Jack Oughton – 15.03.11 – Celebrity Errors and Apologies.pdfJack Oughton – 15.03.11 – Celebrity Errors and Apologies.pdf
Jack Oughton – 15.03.11 – Celebrity Errors and Apologies.pdf
 
Jack Oughton - 05.04.11 - Cyberwar Short Cut.pdf
Jack Oughton - 05.04.11 - Cyberwar Short Cut.pdfJack Oughton - 05.04.11 - Cyberwar Short Cut.pdf
Jack Oughton - 05.04.11 - Cyberwar Short Cut.pdf
 
Flyer koukouvaya fine art photography - wales
Flyer   koukouvaya fine art photography - walesFlyer   koukouvaya fine art photography - wales
Flyer koukouvaya fine art photography - wales
 
Flyer koukouvaya fine art photography - liverpool
Flyer   koukouvaya fine art photography - liverpoolFlyer   koukouvaya fine art photography - liverpool
Flyer koukouvaya fine art photography - liverpool
 
Flyer koukouvaya fine art photography - isle of mann
Flyer   koukouvaya fine art photography - isle of mannFlyer   koukouvaya fine art photography - isle of mann
Flyer koukouvaya fine art photography - isle of mann
 
Flyer koukouvaya fine art photography - spain
Flyer   koukouvaya fine art photography - spainFlyer   koukouvaya fine art photography - spain
Flyer koukouvaya fine art photography - spain
 
Flyer koukouvaya fine art photography - southern usa + mexico
Flyer   koukouvaya fine art photography - southern usa + mexicoFlyer   koukouvaya fine art photography - southern usa + mexico
Flyer koukouvaya fine art photography - southern usa + mexico
 
Flyer koukouvaya fine art photography - models folio [colour]
Flyer   koukouvaya fine art photography - models folio [colour]Flyer   koukouvaya fine art photography - models folio [colour]
Flyer koukouvaya fine art photography - models folio [colour]
 
Flyer koukouvaya fine art abstracts 003
Flyer   koukouvaya fine art abstracts 003Flyer   koukouvaya fine art abstracts 003
Flyer koukouvaya fine art abstracts 003
 
Flyer koukouvaya fine art abstracts 002
Flyer   koukouvaya fine art abstracts 002Flyer   koukouvaya fine art abstracts 002
Flyer koukouvaya fine art abstracts 002
 
Flyer koukouvaya fine art abstracts 001
Flyer   koukouvaya fine art abstracts 001Flyer   koukouvaya fine art abstracts 001
Flyer koukouvaya fine art abstracts 001
 
Flyer koukouvaya fine art photography - shoreham + birmingham
Flyer   koukouvaya fine art photography - shoreham + birminghamFlyer   koukouvaya fine art photography - shoreham + birmingham
Flyer koukouvaya fine art photography - shoreham + birmingham
 

jack oughton - 05.05.11 - red bull press release assignment.pdf

  • 1. Jack  Oughton  –  05.05.11  –  Red  Bull  Press  Release  Assignment   Campaign  Idea   Introducing  Red  Bull  –  Olympian       Still  giving  you  wings  but  with  no  caffeine  or  additives!   The  new  approach  to  an  energy  drink:   Appealing  to  the  more  health  conscious  market  that  may  not  consume  Red   Bull  out  of  a  dislike  of  additives  and  caffeine.  Though  there  is  a  sugar  free  Red   Bull,  Olympian  makes  the  full  transition  to  an  almost  completely  ‘all  natural’   energy  drink.  Hence  we  have  nutritionists  offering  consultations  and  talking   about  the  benefits  of  the  new  healthier  Red  Bull  for  energy.   Also  marketed  a  sports  crowd,  not  just  people  who  need  energy  to  get   through  an  energy  slump  as  they  work  their  desk  job.     Branding  focuses  on  high  achievements  in  the  physical  and  mental  arenas,   tying  in  with  the  idea  of  the  high  achieving  Olympian  athlete.  Red  Bull   Olympian  helps  you  win  in  your  business  and  personal  life.   The  branding  focuses  on  lots  of  ancient  Greek  imagery,  which  creates  a  nice   event  atmosphere  and  plays  on  people’s  interests  in  the  history  of  the   Olympics  
  • 2. Jack  Oughton  –  05.05.11  –  Red  Bull  Press  Release  Assignment     We  want  high-­‐powered  businesspeople  to  start  their  day  in  the  office  with  Red   Bull  Olympian,  instead  of  coffee!   The  main  benefit  we  are  selling  from  the  event  comes  from  the  ideas  of  a   natural,  healthy  drink  that  gives  a  good  boost  to  your  energy  and  your  health.   Everyone  can  be  an  Olympian,  with  a  bit  of  help  from  Red  Bull..   Campaign  Goals   • 700,000  total  footfall  over  the  week  period  of  the  event.  Hoping  to   average  around  100,000  a  day.     • Secure  1000  new  distribution  agreements  with  retailers   • Secure  300  new  distribution  agreements  with  sports  retailers.   • Raise  awareness  of  the  product  brand.   • Brand  the  product  as  a  high  achiever’s,  healthy,  energy  drink   • Opt  as  an  opening  into  the  sports  drinks  market.   • Continue  to  increase  Red  Bull’s  exposure  as  an  entertainment  and  events   company.   • Draw  an  audience  and  create  a  buzz  with  the  Ancient  Greek  themed   festival.   • Gain  exposure  in  press  dealing  with  ancient  history  and  performance   psychology  –  media  channels  not  traditionally  associated  with  Red  Bull.   We  will  do  this  by  appealing  to  both  of  these  markets  in  the  events   execution.  
  • 3. Jack  Oughton  –  05.05.11  –  Red  Bull  Press  Release  Assignment   • Create  a  fun,  humorous  and  tongue  in  cheek  atmosphere  around  the  idea   of  high  achievement  as  stereotyped  in  the  media.   • Sell  all  stock  of  the  limited  production  Red  Bull  Olympian  merchandise   and  cans  of  product.   • Red  Bull  will  personally  sponsor  12  of  the  most  promising  British   Olympic  team  for  2012.     The  Event:   Location:  Area  Outside  Wembley  Stadium,  London.   Date:  July  13th-­‐20st  2012  (ending  one  week  prior  to  the  start  of  The  Olympics)   Layout:     3  areas   Area  1:  Olympian  Reenactment  Area   Convincing  actors  dressed  as  Ancient  Gods  interacting  with  visitors.  (I.e  Ares  is   going  to  be  a  6’10  bodybuilder  with  a  white  beard,  full  hoplite  armor  and  an   ornamental  spear)     A  mock  Parthenon,  similar  to  one  that  will  be  built  for  the  event.   Small  Museum  of  Olympic  History,  which  contrasts  the  old  Olympics  to  as  they  are   today.   Vendors  selling  Greek  and  Mediterranean  cuisine.   Mock  votive  ceremonies  and  recreation  of  Olympic  events  from  pre  Christian   Greece.   Authentic  Hellenic  atmosphere.   Free  laurel  wreaths!   Area  2:  Modern  Olympian  Area  
  • 4. Jack  Oughton  –  05.05.11  –  Red  Bull  Press  Release  Assignment   Patriotic  tribute  to  Britain’s  2012  Olympic  teams.   Host  to  the  Olympic  challenges  and  sporting  areas   Large  screens  replaying  famous  moments  from  Britain’s  Olympic  history   Speeches  and  talks  from  famous  British  Olympians;  Dame  Kelly  Holmes,  Linford   Cristie  and  Sir  Steve  Redgrave   Host  to  stage  where  famous  British  Olympians  will  speak  and  where  the  main   musical  performance  will  be  held.   Scheduled  autograph  signings  with  Britain’s  2012  Olympic  teams.   Food  and  refreshment  vendors,  along  with  sponsored  places  for  businesses  such   as  Coca  Cola  and  McDonalds.   Red  Bull  sampling  booths,  where  members  of  the  public  can  try  out  the  flavour  of   Red  Bull  Olympian  and  the  older  flavours.   Also  host  to  3  smaller  stages  for  Red  Bull’s  Unsigned  Olympian  Challenge   Area  3:  Red  Bull  Trade  fair   Trade  fair  aimed  at  retail  business  people  involved  in  the  sale  of  the  product  and   sports  manufacturers  and  facilities  that  may  consider  offering  the  product  as  a   sport  replenishment  drink.  The  trade  fair  will  also  focus  on  other  Red  Bull   products,  but  will  feature  the  Olympian  product  release  due  to  the  event  timing.     The  trade  fair  will  expound  the  benefits  of  doing  business  with  Red  Bull   Olympian’s  Opening  Sale:   Lasts  one  week.   Offers  Limited  number    (6000)  of  discount  price  cans  of  Red  Bull  Olympian.     Limited  edition  clothing  sales;  Red  Bull  Olympian  Sporting  T  shirts  and  Sports   Gear   Early  bird  discount  for  potential  retail  and  sports  distributors.  
  • 5. Jack  Oughton  –  05.05.11  –  Red  Bull  Press  Release  Assignment   Events:   SPORTING  AREAS  10  Olympic  sports  tryout  areas/booths  with  professional   coaches  on  hand  to  teach.  These  include  activities  such  as  shot  put,  high  jump,   sprinting  and  javelin.  These  host  the  Olympic  Challenges,  explained  below.   OLYMPIC  CHALLENGES  –  10  winners  from  each  sporting  area  (for  example,   those  who  get  the  best  time  on  the  sprint  and  the  most  distance  on  the  long   jump)  –  win  a  year’s  supply  of  Red  Bull  Olympian.   VANGELIS  PERFORMS  CHARIOTS  OF  FIRE:  We’ve  paid  an  exorbitant  amount  of   money  to  get  Vangelis  to  perform  a  one  off  set  from  the  film/album  Chariots  of   Fire.  As  Red  Bull  are  a  youthful  tongue  in  cheek  brand,  the  marketing  will   definitely  have  a  lot  of  fun  pushing  the  old  film  clichés  of  slow  motion  running   and  feats  of  endurance  during  the  performance.     Vangelis’  performances,  although  rare,  are  always  epic  in  scope  and  imagination.   REDBULL’S  UNSIGNED  OLYMPIAN  CHALLNGE:  3  stages  for  bands  to  get   personal  exposure  –  each  band  has  to  have  at  least  1  tongue  in  cheek   ‘motivational’  song/cover  (ie.  Eye  Of  The  Tiger).  30  bands  will  play  overall  (10  on   each  stage  over  the  week)  winners  will  be  granted  a  record  deal  with  Red  Bull   Records  (newly  formed  for  this  event).    The  first  album  will  have  Olympic  themed   imagery  and  a  DVD  of  live  footage  from  their  performance  at  this  event.   These  bands  will  bring  extra  fans  along  to  add  to  overall  footfall.  The  music  will   help  solidify  Red  Bull’s  brand  as  an  events  and  media  company,  not  just  a  sports   drink.   Cost  Centre:   • Cost  of  coaches  on  hand  +  public  insurance:  £2000  (£200  for  a  day  x  10   coaches)   • Cost  of  actors  dressed  as  Gods:  £1200  (£150  per  actor  for  8hrs  work  x  8   actors)   • Cost  of  celebrity  speakers  [Cristie,  Redgrave  and  Holmes]:  £45000  (£5000   daily  flat  fee  x3,  over  3  days)   • Cost  of  15000  ‘fake’  laurel  wreaths:  £500  (short  production  run  of  plastic   headwear  at  0.3p  each)  
  • 6. Jack  Oughton  –  05.05.11  –  Red  Bull  Press  Release  Assignment   • Cost  of  a  10  competition  winners  who  win  a  years  supply  of  Redbull   Olympian:  £1825  (365  cans  of  red  bull  at  £0.50,  x  10)   • Set  cost  (including  Parthenon)  of  Olympian  Village  and  Museum:  £10000   (combined  installation  budget  for  various  contractors)   • Staff  costs  of  500  supervisory  staff:  £262,500  (£75  x  500)  x  7  days)     • Costs  of  limited  print  run  of  Olympian  Sporting  T  shirts  and  Sporting  gear.   £5000   • Costs  of  initial  run  of  Red  Bull  produced  at  cost:  £1200  (6000  x  £0.20)   • Cost  of  4  year  sponsorship  for  12  Olympians  (starting  at  the  end  of  thjis   Olympic  event.):  £144,000  (£250  bursary  a  month,  each  for  4  years  -­‐   £12000  x  12)   • Space  Hire,  Public  Liability  and  Permission:  £7m   • TOTAL  COST  ESTIMATION:    £7,473,225   3.  Media  Plan   All  article  pitches  reference  the  launch  event  and  the  new  product   Success  Magazine  (personal  achievement  angle  –  pitch  examples  of  Olympian   achievements)   Psychologies  (personal  achievement  angle  –  pitch  psychology  case  study  of  a   wining  Olympian)   Psychology  Today  (self  help–  overcoming  barriers  to  your  personal  Olympic   records)   Time  Out  London  (London  angle)     Youtube  (Pitch  a  sponsorship  for  the  Red  Bull  channel  for  the  week  ,  posting  a   live  feed  online  and  ‘best  of’  segments  from  the  festivities)   The  Metro  (London  angle)   Channel  4  –  (Pitch  youth  themed  documentary  about  Britain’s  Up  and  Coming   Olympians,  who  will  be  performing  in  2012,  including  lots  of  footage  from  the   Red  Bull  event  ,  and  Red  Bull’s  sponsorship  of  these  athletes)   Sports  Management  (sports  marketing  angle  –  pitch  launch  as  case  study)   BBC  1/2  –  (pitch  rights  for  capturing  the  event  live  as  a  festival,  especially  the   highlights  as  live  speeches  and  music)  
  • 7. Jack  Oughton  –  05.05.11  –  Red  Bull  Press  Release  Assignment     Our  Combination  Of  Print,  TV  and  Online  media  ensure  that  we  get  a  range  of   coverage  in  various  channels,  across  different  timeframes.   Men’s  Health  (Training  angle  –  pitch  Olympic  workouts)   GQ  Magazine  (Fashion  angle  –  pitch  Olympic  style  article)   Esquire  Magazine  (lifestyle  angle  –  pitch  Olympic  style  magazine)   Healthy  Magazine  (Nutrition  angle  –  pitch  how  to  stay  fit  like  an  Olympian   without  the  training)   HistoryToday  (culture  angle  –  pitch  case  study  of  Ancient  Olympic  reenactment   at  the  event)   BBC  History  Extra(culture  angle  –  pitch  a  comparison  of  modern  Olympic  events   to  their  historical  origins)     We  believe  that  as  Red  Bull’s  trust  and  reach  as  a  brand  grows,  we  can  find  more   avenues  to  serve  with  our  drink.  Extending  into  new  areas  (specifically  sports)  is   the  goal  of  this  product  release  and  event.