RED BULL OCCASION CAMPAIGNS: DRIVING

GUIDELINES

The propose of this document is to advise Marketing/Brand Managers and their local creative and media
agencies on how to plan a Driving campaign.

WHAT IS THE OBJECTIVE OF THE CAMPAIGN?

To increase consumption “when Driving” and strengthen the mind side of the brand positioning. Why?
Because Red Bull Energy Drink helps you overcome tiredness, supports concentration and alertness and
increases reaction speed – in short: it supports your drive.

KEY MESSAGE
Red Bull enables you to maintain your concentration and alertness when driving. Whether you are behind the
wheel to simply ‘get there’ or whether you’re taking a road trip and it’s about ‘the journey’, Red Bull - through
a unique combination of ingredients - is the perfect co-pilot to help you arrive at your destination – raring to
go!

WHEN SHOULD THE DRIVING CAMPAIGN BE PLANNED?

The driving campaign has no seasonality as such and can be planned throughout the year. However, it is not
recommended to overlap the driving campaign with other occasion campaigns as this will confuse the specific
functional message put out by the advertising. It is also worth trying to align the campaign with at least one
seasonal peak of driving; for example public holidays in the summer when people drive to the beach.

HOW MANY CAMPAIGNS, FLIGHTS AND WEEKS SHOULD I PLAN?

The campaign is best activated across the mix, using all relevant resources in your organization (advertising,
sampling, sales, communications, etc). Because of the cost, organisation and long term planning that the
campaign involves it is only realistic to plan for a limited period. A few guidelines are:

 Don’t plan more than 2-3 occasion campaigns in one year (including the Driving campaign). Focus on
the ones that have the biggest potential at a particular time of the year. Use each campaign only once.
 Have only one flight per campaign so that you can invest proper resources and have a significant impact.
 As reference, you can think about 2-4 weeks in digital supported by 4-8 weeks in store (including any
POS at main driving areas e.g. Motorway service stations) and sampling.

WHAT INTERNATIONAL MATERIALS ARE AVAILABLE FOR THE DRIVING CAMPAIGN?

 Digital display campaign (banners & game)
 POS materials (headline & visualisations)
WHICH CHANNELS CAN BE USED TO ADVERTISE DRIVING CONSUMPTION AND HOW?
In order to increase the impact of the campaign, a holistic implementation around driving is key:

Advertising:

Digital:

To reach the largest proportion of drivers, it is recommended to break down drivers into 2 groups:

 those who drive professionally (taxis, van/truck drivers etc) and

 those who drive for personal reasons (e.g. to go on holiday, to visit friends etc).

To target professional drivers, creatives should be placed on websites relating to buying vehicles and motoring
websites. To target the personal driving community, creatives should be placed on route planners, domestic
tourism & hotel websites and other websites related to travel within the country.

Search Engine Marketing (SEM) can also be employed to great effect; what would people about to drive or who
drive regularly be searching for? Be sure to get the right keywords and please align with HQ if you’re planning
on using SEM.

In Store:

The Driving campaign centers on successful activation in store and this should be a priority, especially
within motorway service/gas stations as this is where the product is bought by drivers on impulse. POS and
visibility items using the Driving campaign headline should be placed around the store. It could also be
beneficial to buy ‘sales supported’ media, for example posters in or around motor way service/gas stations. All
POS communication should carry the Driving campaign headline (as should all consumer facing messaging):
“How do you get your drive back? Red Bull Gives You Wings” (or local translation), with the Cartoon Bull
illustrating the key message. When choosing your driving cartoon bulls please liaise with your local creative
agency. Should you need a specific new driving cartoon illustration, please contact Pavel Homolka
(pavel.homolka@at.redbull.com) who is taking care of the Bullstore in the International Brand Marketing team.
Images are available in the follow situations:

Alternatively, channel your request through Melanie Roessler who is the key advertising contact.

Through the line:

Sampling:

The Wings Team can also be used to activate the campaign however care should be taken to ensure that they do
not sample in an area where Red Bull is already on sale, unless it is for a special reason, for example sampling in
an outlet that has just started to sell Red Bull, to create the demand. Think about making the sampling
campaign relevant to the country where you are activating the campaign, and develop something that fits with
this. For example, in countries where truckers have radios, success has been had installing radios into the Wings
Team Mini so that they can communicate with the drivers, and ask them if they need a can of Red Bull Energy
Drink. This through the line support will strengthen the message of the campaign by making it more personal.
The sampling campaign should also target the ‘personal’ driving community, for example in traffic jams at
seasonal travel peaks.

BTL:

In order to make the campaign more natural and credible, don’t hesitate to run any BTL activities for drivers
and OLs in your country. Please align with HQ if you have any ideas on this.
Editorial including digital:

Digital activities locally oriented (e.g. social media) can help to spread the message. Please, bear in mind that
Facebook is full of applications developed by brands that only disturb the users. We don’t want to be one of
those. Please, share your ideas with HQ for feedback before putting them in practice. Also, be mindful of when
people will see the message if using this medium; are they about to go for a drive? Are they people that drive
frequently? Think about using what they may be posting about on their social networks (e.g. about going on
holiday) to ensure they see the advertising at the right time. A driving study is also available on the Infonet,
available at:

https://infonet.redbull.com/Infonet/Content2/ShowDocumentPage?documentID=1298990038213-921246111

FAQs
HOW DOES THE ADAPTATION OF THE DIGITAL CAMPAIGN TO MY MARKET WORK?
All master materials are available in the Red Bull InfoNet and the K&P Intranet. The headlines have to be
adapted by your local creative agency, as well as the banner adaptation to local media requirements.

Please share the adaptations (with back-translation / background and approved by your K&P Creative
Director) with us, as well as the final advertising and through-the-line plans. We will share all good ideas across
countries regularly.

WHAT HAPPENS IF MY LOCAL AGENCY IS NOT ABLE TO DO IT?

The master materials can be adapted by K&P International and Deep Blue (please contact both) to your
country needs upon your demand. The translation/adaptation of all texts to the local language has to be
provided by the local creative agency. Please make use of the adaptation briefing shared on InfoNet.

Contact Persons:

 Arne Zimmermann – K&P (azimmermann@kastnernetwork.co.uk)

 Stephan Roepnack – Deep Blue (Stephan.Roeppnack@db-n.com)

WHO WILL CARRY THE COSTS IN CASE THE CAMPAIGN IS ADAPTED BY THE INTERNATIONAL
PROVIDER?
Local adaptations are always paid for by the country. If you thus work with Deep Blue, you need to cover the
cost from your local budget. Please keep in mind that additional costs can come up if you require for example
special banner sizes or if you have other special requirements that consume more time and effort than expected.

Costs:
  The whole adaptation is between € 800 to 2400 (=1-3 working days) depending on the required changes.

WHAT IS NEEDED FOR THE CAMPAIGN ADAPTATION? WHAT ABOUT THE PROCESS?
The agencies either local or international require a couple of things to guarantee a fast adaptation and smooth
went off of the entire process. Please walk through the following points and send all the information to your
local agency or to Stephan Roepnack (Deep Blue).

Please download the adaptation briefing from the Red Bull InfoNet:

 translate the script to your local language

 specify banner sizes (preferably stick to the master measures – to save adaptation time and costs)
 add additional requirements that are necessary for your country (i.e. local file restrictions, etc.)

Translations and Fonts:

 in UPPERcase (Futura LT Condensed) where applicable. Please stick to the fonts and formats used in
the adaptation briefing.
 Only in case the local language is not using the roman alphabet please add your font in .ttf or an .otf
format.

Packshot of the local can:

 112w x 337h (pixels) or bigger

Platform:

 Can your media agency work on Eyeblaster (ad. server)? Or is another platform (if any) used? Please
specify.

WHAT HAPPENS IF THERE ARE ANY SUBSTANTIAL CHANGES NECESSARY?

Substantial changes are for instance when a character has to be changed as it does not fit to the local market
situation or if you want to go for a complete different wording as you want to add a flavor of your local humor.
In this case your local creative director should get all changes approved by K&P International and also has to
confirm that the wording is correct.

Also if you change the arts due to the technology (stamp ads) it has to be approved by your responsible
Creative Director. If you do not know who your local Creative Director is, please contact Arne Zimmermann
from K&P.

HOW LONG DOES THE ADAPTATION PROCESS TAKE?

Standard is that the agency will need between 1 and 3 working days per country, depending on the number of
things you request to change. They can give better estimates when they receive the assets and requirements
from you. So please do not wait too long.

WHAT IS THE DIFFERENCE BETWEEN STANDARD AND EXPANDABLE BANNERS?

If you use standard banners the user clicks on the banner and will be directed to the landing page that is
incorporated on the local Red Bull website. If you use expandable banners the game itself takes place on the
same place where the banner was clicked on. You decide if you want to use standard or expandable banners. Of
course expandable banners are the more sophisticated ones.

Contact person:

 Melanie Rössler – International Brand Marketing (melanie.roessler@at.redbull.com)