CREATIVE BRIEF SUMMARY Red Bull is a tool in the toolbox of Generation Y. It supplements and sustains intensive workdays. It keeps them going when they have more goals than they have time.
TARGET PROFILE • Young professional • 20s to early 30s • Extremely social • Goal-oriented; Belongs to a “community of doers” • Works hard, plays hard • Has a to-do list that is never complete, and prefers to stay busy • Most importantly, our target struggles to maintain a balance between his personal and professional life.
POSITIONING + MESSAGE Our target should see Red Bull as a practical tool for their hectic lifestyles; during intensive workdays, as their agenda fills up while their energy runs out; handy when the long day is over, and a long night begins. It drives them to work efficiently and undertake more challenges in one day, so they have time for their hobbies and social life. They know that life is fun, and they make sure they go out there and enjoy it! Since the audience is full of young professionals, keep in mind that being well-rounded and having hobbies also makes you a more dynamic professional.
Energy helps you m ake t im e t o do what you want .
TONE Bold - never timid or willing to take things as they come. Often sarcastic but lighthearted. Ambitious but not an overachieving “goody two-shoes.”
DELIVERABLES • Web • Non-traditional • Out of home (particularly on commute routes, near / in businesses)
To pique curiosity about the campaign before it’s official kickoff, billboards will show a standard clock by day and a 25th Hour lighted clock at night.
In addition to billboards, 25th Hour clocks will be placed in key high traffic areas in major cities.
To kick off the 25th hour, the Red Bull Race Against Time will take place on daylight savings in which competitors race in Red Bull “time machines.�
A promotional action pad provides a place for the audience to jot down their goals for the 25th Hour.
A Red Bull 25th Hour widget reminds the user to make time for the things they want to accomplish in their hectic schedules.
Red Bull’s 25th Hour site allows the user to create their “bucket list” of goals that they wish to make time for in their busy lives. The site offers a calendar / reminders and a network of other users to discuss how to achieve common goals or to simply offer moral support.
Team: Edwards, CS / Getty, CW / Goodman, AD / Kosteski, CBM / Shahmoradian, AD / Stephens, CW / Wilson, CS