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WoRB5 MEDIA PLANNING

HOW�TO
IMPACT

MEDIA PLANNING

See�highlighted�in�soft�grey�the�changes�due�to�shift�to�WoRB5.

MEDIA PLANNING AND TARGETING


 

The�WoRB5�will�represent�the�many�facets�of�the�World�of�Red�Bull�with�a�balanced�split�between�sports
and�culture,�epic�landscape�and�urban�playgrounds,�conveying�one�of�the�core�Red�Bull�brand�personality
attributes:�Loving�life�.�Hence,�the�mood�of�the�spot�is�positive,�dynamic�and�energetic�-�and�in�colour.

The�campaign�landing�page�has�the�same�structure�as�for�WoRB4,�but�will�be�fully�integrated�with�the�new
WoRB�5�TV�spot,�thus�in�color�and�aligned�with�the�new�creative�and�content�direction�of�the�TV�Spot.

The�website�will�is�a�'Video�Experience'�that�presents�strong�stories�about�Red�Bull�athletes
and�artists�to�demonstrate�the�real�meaning�of�Giving�Wings�to�People�and�Ideas�to�a�broader
audience.�The�focus�of�the�stories�is�the�personal�side�of�those�artists�and�athletes;�motivations
and�emotions�that�they�feel�when�practicing�their�discipline:�what�makes�them�happy,�what
makes�them�alive.

You�can�check�the�current�WoRB4�version�in�http://givesyouwings.redbull.com/us-en

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WoRB5 MEDIA PLANNING

The�campaign�should�not�focus�on�niche�audience�targeting�(e.g.:�placement�of�a�basketball�ad�around
niche�basketball�websites�rather�than�broad�reach�sports�websites)�to�make�sure�that�broader�audience�is
reached.�The�link�goes�directly�to�the�Intro�Page.

When�you�optimize�your�media�plans�against�the�different�segments,�make�sure�you�are�not�only
reaching�your�"Confirm�segments"�but�also�the�"Win�segments",�i.e.,�those�consumes�who
already�like�the�brand�but�are�not�yet�drinking�the�product�(regularly).�Please�check�the�MEDIA�&�INITIATIVES
RECOMMENDATIONS

MEDIA FORMATS AVAILABLE


TVC�&�WebTV�(both�30�)
Premium�Digital�Ads
Social�Media�ads
SEM�ads
Content�Syndication
Digital�Ecosystem�-�http://givesyouwings.redbull.com
Intro�page
Video�Experience
Story�Hub
Digital�Stories
Neguin
Ryan�Doyle
Danny�MacAskill
TNGHT
Ryan�Sheckler
Blake�Griffin
Template�to�create�local�stories�(only�for�those�athletes/artists�with�a�strong�#GivesYouWings
message�behind)

  

TV/CINEMA

Copy�choice:�WoRB5�will�be�aired�in�2014�in�30�.�The�freed�up�funds�of�the�60"�airings�shall�be�reinvested
into�strengthening�WoRB5�(depending�on�local�needs�into�more�reach,�continuity�or�shift�to�digital)

As�the�WoRB�campaign�is�already�established,�it�requires�lower�weights�(due�to�shorter�heavy-up�period)
than�in�the�past�to�create�the�respective�advertising�awareness.�Plan�therefore�2�consecutive�flights�separated
by�a�short�(e.g.�three�weeks)�off�air�period�with�the�following�recommended�weights:

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WoRB5 MEDIA PLANNING

First�TV�flight�Making�a�statement�:�This�first�flight�should�include�the�airing�of�the�30�copy�in�Magic
Moments,�so�plan�the�timing�of�the�flight�according�to�the�availability�of�the�locally�relevant�Magic�Moments.
As�in�the�past,�the�GRP�weight�of�those�premium�placements�-�this�time�with�a�30�,�should�be�equal�to�10%
-�15%�of�the�total�GRPs�planned�for�the�two�WoRB�flights�in�total,�but�focus�most�of�the�30"�airings�around
magic�moments�in�the�first�flight�unless�there�are�big�magic�moments�in�the�second�flight�we�should�not�miss.

Start�the�planning�of�the�flight�by�taking�the�heavy�up�weights�of�the�HQ�recommendation�for�flanker
for�your�country�in�the�CLUTTER�UPDATE�2014�(calculated�on�a�basis�of�a�3�weeks�flight),�and�look
at�the�GRPs�you�would�plan�in�such�a�flight�for�each�single�week.

Take�those�weekly�weights�and�plan�each�of�the�first�two�weeks�of�your�first�WoRB�TV�flight�at�this
respective�weekly�GRP�pressure�(i.e.�the�first�two�weeks�are�at�weekly�heavy-up�level�to�make�a
statement).

Add�one�more�week�going�=�non�heavy�up�weights�,�(i.e.�with�the�weekly�GRP�pressure�you�plan
when�airing�Cartoon)�to�round�up�the�first�WoRB �flight�to�three�weeks�on�air�in�total.

This�will�result�in�a�total�2+�reach�and�frequency�of�your�first�TV�flight�slightly�below�the
recommended�heavy-up�weight,�but�you�will�have�a�second�flight�to�establish�the�campaign�further.

Second�TV�flight�Build�WoRB�continuity�of�message�:�after�a�short�period�off�air�following�the�airing�of�the
first�WoRB�flight,�plan�one�more�WoRB�flight,�but�at�going�=�Cartoon�weights.�The�flight�pattern�does�not
need�to�be�the�same�as�you�have�for�Cartoon�(e.g.�3�weeks�in�),�but�needs�to�fulfill�in�total�the�2+�reach
and�OTS�requirements�of�the�HQ�recommendation�for�Cartoon.�The�flighting�pattern�should�be�based�on
the�agency�s�recommendation�on�how�to�maximize�continuity�and�can�therefore�potentially�also�include�a
one�week�in-one�week�out�pattern.�Please�ask�the�agency�to�simulate�the�best�flighting�pattern�and�share�the
rationale�of�your�final�recommendation�with�HQ�together�with�the�submission�of�the�plan�(as�attachment�in
RAMP).

The�whole�campaign�(i.e.�first�+�second�flight�+�off�air�periods)�needs�to�be�limited�to�a�maximum�of�11
weeks
Take�the�30''�also�into�cinema,�but�only�if�the�right�blockbuster�is�on�air�right�before�or�during�the�start�of�the
TV�flight.

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WoRB5 MEDIA PLANNING

MAGIC MOMENTS PLANNING


Magic�Moments�are�buzz-worthy�sports�and�cultural�moments�that�have�the�potential�for
significant�social�chatter�and�amplify�WoRB.

The�goals�are�to�keep�the�conversation�with�consumers�timely�and�relevant,�at�the�same�time�the�Magic
Moments�amplifies�the�WoRB�by�leveraging�social�chatter.
The�approach�is�to�highlight�planned�moments�and�be�ready�for�unexpected�ones.
Magic�Moments�will�be�celebrated�in�social�conversation�across�all�Red�Bull's�social�channels�e.g.:�promoted
trends�#GivesYouWings�in�the�identical�time�frame�as�the�airing�of�the�Magic�Moment.
When�Red�Bull�athletes�and�artists�achieve�successes�related�to�their�personal�pursuits,�they
exemplify�how�Red�Bull�gives�wings�to�people�and�ideas
When�an�athlete�or�artists�succeed�at�their�personal�pursuit
Relate�to�one�of�the�6�featured�global�athletes�or�artists
Relate�to�a�top�tier�Red�Bull�athletes�or�artists
Is�getting�huge�press�related�to�their�personal�pursuits

DIGITAL STRATEGY & RELEVANT TOUCHPOINTS


The�below�graph�showcases�the�campaign�URL�s�depending�on�the�formats�in�order�to�create
relevancy�and�drive�user�expectations.

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WoRB5 MEDIA PLANNING

(draft�of�the�campaign�site�tree)

WEBTV SPOT + DIGITAL VIDEOS

Establish�the�30�master�spot�also�in�WebTV.�Plan�the�on�and�off�air�periods�in�sync�with�TV�to�add�reach�and
ask�the�agency�to�start�with�an�integrated�reach�planning�(i.e.�not�simply�adding�WebTV�on�top�of�TV�but
using�WebTV�to�smartly�replace�the�most�expensive�TV�reach�points)�No�stand-alone�copies�available�for�the
WoRB5�campaign.

Click�through�from�the�30�master�spot�directly�goes�to�the�Story�Hub�or�Intro�Page�(evaluate�Bounce�Rate�%
to�switch�from�one�to�the�other�just�in�case).

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WoRB5 MEDIA PLANNING

YOUTUBE.COM/GIVESYOUWINGS

The�main�spot�global�30�version�will�be�uploaded�to�the�/GivesYouWings�channel�in
YouTube.�Local�quotes�will�be�displayed�according�to�automatic�IP�recognition.�You�can�use
this�spot�to�run�a�pre-roll�campaign�on�YouTube.

DIGITAL ADS

Focus�should�be�on�maximizing�impact,�awareness�and�reach�opposed�to�driving�frequency�via�classical
banners�placement�using�only�high�visibility�and�premium�formats.�Please�align�with�Ricardo�Zafra�the�digital
ads�adaptations.

Strongly�recommended�using�only�high�visibility�formats�in�order�to�drive�awareness�of�the�campaign
concept.

Don�t�plan�Digital�ads�against�niche�targets;�the�purpose�of�each�of�the�ads�is�to�work�against�the
broad�audience,�potentially�unengaged�and�untouched�by�the�brand�before,�while�communicating�the�real
meaning�of�Giving�Wings�to�People�and�Ideas�in�a�very�credible�way.

Click�through�from�the�Digital�campaign�directly�goes�to�the�WoRB5�Intro�page�(landing�page)�and�not�to
specific�stories�in�order�to�drive�awareness�of�the�campaign�concept.

FACEBOOK TWITTER
SOCIAL MEDIA
FORMATS

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WoRB5 MEDIA PLANNING

Video Post WoRB5 spot YouTube WoRB5 spot YouTube


Photo�Post About athlete/artists click through specific About athlete/artists click through specific
story story
Page�Post WoRB 5 spot�click�through�intro�page WoRB 5 spot�click�through�intro�page
Promoted�Trend - #GivesYouWings to support Magic
Moments on TV
 

SEARCH - SEO/SEM
SEO�will�be�strategically�implemented�into�the�WoRB5�website.�Every�page�contains�one�main
keyword�and�three�to�five�semantically�related�keywords.�Each�athlete�story�contains�multiple
chapters,�each�a�separate�URL�with�it�s�own�keywords.�All�technical�considerations�(new
metadata,�metadata�from�WoRB3�campaign�websites,�tags,�etc.)�are�handled�in�the�website
build�process.�This�is�done�via�the�campaign�control�panel.�Chosen�keywords�are�integrated
into�the�text�of�each�athlete�stories�in�relation�to�the�below�recommended�SEM�keywords.

The�purpose�of�SEM�for�WoRB5�is�to�support:

Drive�traffic�to�campaign�landing�page�or�to�specific�artists�and�athletes�stories
Drive�awareness�of�the�campaign�concept
Search�peaks�to�bridge�TV�and�digital�around�airing�times
Ad�spendings�on�a�local�level�through�localized�languages

CONTENT SYNDICATION
In�order�to�take�advantage�of�the�strong�editorial�potential�of�the�stories,�those�stories�can
be�syndicated�via�static�HTML�files,�embed�code�or�iFrame�in�different�3rd�party�websites.
Communications�guidelines�available�soon.

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WoRB5 MEDIA PLANNING

CONTACTS
Advertising�-�Media:�Therese�Fiala�Johannes�Seidl�Melanie�Roessler

Advertising�-�Creative�adaptation�&�strategy:�Ricardo�Zafra

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