.Red Bull were looking to build impact by capitalising on an already strong awareness of their corporate strategy.
Red Bull is a brand very few won't recognise. In 2005, Red Bull were looking to build upon this and heighten awareness of their domination in the energy drink market. Their goal was to target ABC1 24-45 year olds who are most likely to and willing to buy a premium drink to invigorate them.
Build Brand Awareness/Presence
As the aim was to create presence rather that simple sampling to demonstrate their brand domination, i-vu placed branded fridges in flagship salons across London. These salons received a weekly delivery of full size Red Bull cans as well as "Art of Can" sculptures (made out of Red Bull cans) which created the feel of salon domination by Red Bull. Red Bull also utilized the on screen opportunity of sponsored content for an "all round" effect.
The salons were delivered 60 full size cans of both sugar free and original Red Bull and clients absolutely loved it! Obviously they had no trouble getting rid of it.
Brands who are looking to build impact by capitalising on an already strong awareness of their corporate strategy, work really well in this environment.