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Red Bull Cola Tower: An Innovative Experience to Transform Consumer Interaction

The Young Lions 2014 Media Competition presents a refreshing perspective on Red Bull Cola. With 52% of the target group having tried the product, the challenge lies in reshaping perceptions—many believe it's just an energy drink with cola flavor. Our solution? The Red Bull Cola Tower: a giant wooden can located on a bustling shopping street, designed for immersive sensory experiences. Through interactive displays, product try-outs inside the can, and robust online engagement via social media, we aim to connect with the target audience and enhance brand awareness.

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Red Bull Cola Tower: An Innovative Experience to Transform Consumer Interaction

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  1. Young Lions 2014 MEDIA Competition THE PROBLEM A wrong perspective of Red Bull Cola THE SOLUTION Make people interact with Red Bull Cola 52% of the target group have already tried the Red Bull Cola Deliver the product to the right target group 40% Get to know the production of natural Cola think that Red Bull Cola is an energy drink mixed with cola think that Red Bull Cola is an energy drink with cola flavor Experience a memorable try-out

  2. Young Lions 2014 MEDIA Competition THE CORE IDEA RED BULL COLA TOWER • Giant canbuilt out ofwood • Shopping street in workingdistrict • Massive mediadisplay • Brand experiencethrough all senses • Producttry-out insidethecan • Online mediacoverage Letthetargetgroupstepinsidetheproduct

  3. Young Lions 2014 MEDIA Competition RED BULL COLA TOWER SOCIAL NETWORKS • Red Bull Cola branded Wi-Fi • Automaticcoupondownload • Natural brandedwebcamphotostation • Email databasefornewsletter • #naturaltower • Geotagging • Live stream

  4. Young Lions 2014 MEDIA Competition MEDIA BUDGET EARNED OWNED PAID WEB SM 30% ONLINE 70% OFFLINE SERVUS TV PR WOM

  5. Young Lions 2014 MEDIA Competition All online activityisbased on strong offline experience!

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