Red bull integrated marketing campaign assignment

Planning process and campaign will span from December 2012 to December 2013. Marketing Mix Target Audience Primary: Males 18 to 30 who are the designated drivers within any given group. The season this is the primary audience as males 18 to 30 are the primary clientele for pubs and clubs in NEWS. The consumer insight is that males between 18 and 30 are also primary beer drinkers. Secondary: Males and Females 18-30 who are non-drinkers. Advertising Objectives: Change the brand positioning – alternative to alcohol for the designated driver. Create awareness about the dangers of drink driving.

Promote the sampling of the new red bull by encouraging a partnership program between 100 pubs and clubs across New South Wales. To increase sales of Redouble by 50% by the end of the campaign period 2014. Branding : Red Bull gives you wheels” USPS (Unique Selling Points): Creating and building upon the association with pubs and clubs. Red Bull is now an advocate for social responsibility. An alternative to alcohol, when on a night out with friends. This fills the need for social inclusion, in a social scenario. Mason’s hierarchy of needs: love and belonging category.

Digital stations: GO, mate, gem. Other pay cable television stations on Foster will also be included in the campaign. Social Media Campaign The benefits of social media engagement. Large organizations should use social media sites such as Backbone and Twitter to interact with customers on a personal level. This allows for real-time feedback and customers to feel sense of empowerment and personal worth. Social media has been proven as the most effective form of advertising to Generation Y. ( Scott M. 2009) Here’s a break down of what Generation Y seeks when using social media.

Getting news or product updates (67%) Having access to promotions (64%) Viewing or downloading music or videos (41 %) Submitting opinions (36%) Connecting with other consumers (33%) This is according to the Participatory Marketing Network, Pace University’s Lubing School of Business’ Interactive and Direct Marketing Lab, and DC (marketing Charts Keeps customers informed of new events, promotions and competitions as they occur. Informs customers of new services or products. This would involve working with the marketing team to establish the presence of these new products and services.

The Promotion will involve our Red Bull team and partnership with Merrill, who account for over twenty clubs/pubs across the Sydney business district alone. [13] The idea of the campaign is to inform the public about the risks of “ drink-driving”, this will be done using our fully customized Red Bull driving simulators that will be set up at all the pubs/clubs with our partnership as you can see below. Participants will be asked to put on our vision impairment goggles as you can see above while trying to drive with our Red Bull Simulation.

These vision impairment goggles slow your perception and awareness, which is truly effective way of reinforcing the ‘ don’t drink and drive’ message is by demonstrating what it feels like and how dangerous it can be. [14] During the promotion we will be handing out samples of red bull and information about how it has been scientifically proven to improve awareness. TV Advertising As our target audience are 18-30 and primary clientele for pubs and clubs in NEWS, he advertising will be heavy during the weekend periods as consumer insight is that males between 18 and 30 are also primary beer drinkers.