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.
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Secure 1000 new distribution agreements with retailers
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Secure 300 new distribution agreements with sports retailers.
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Raise awareness of the product brand.
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Brand the product as a high achiever’s, healthy, energy drink
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Opt as an opening into the sports drinks market.
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Continue to increase Red Bull’s exposure as an entertainment and events company.
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Draw an audience and create a buzz with the Ancient Greek themed festival.
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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.
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Sell all stock of the limited production Red Bull Olympian merchandise and cans of product.
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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)
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Cost of actors dressed as Gods: £1200 (£150 per actor for 8hrs work x 8 actors)
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Cost of celebrity speakers [Cristie, Redgrave and Holmes]: £45000 (£5000 daily flat fee x3, over 3 days)
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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)
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Set cost (including Parthenon) of Olympian Village and Museum: £10000 (combined installation budget for various contractors)
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Staff costs of 500 supervisory staff: £262,500 (£75 x 500) x 7 days)
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Costs of limited print run of Olympian Sporting T shirts and Sporting gear. £5000
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Costs of initial run of Red Bull produced at cost: £1200 (6000 x £0.20)
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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)
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Space Hire, Public Liability and Permission: £7m
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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.