Red Bull International Guerilla Marketing-Group Campaign

Client: Red Bull 

Situation: Red Bull has a very strong presence internationally, however, Asian countries such as China, Taiwan, Japan and South Korea have very unique cultures that set them apart from any other countries. Through our research we found that people within these different countries are very health conscious and are not receptive to brands they are not familiar with. Each country speaks different languages, have different dialects and adhere to different customs. Our challenge was to find a way to advertise differently in all four countries and introduce Red Bull in a positive light to potentially increase brand perception and sales throughout these Asian countries. 

My role: creative and IMC development

Example: This is an example of our guerilla campaign using a standardization strategy, where we would implement similar advertising in all four countries. Through our research we found that hip-hop dancing is very popular across Asian culture. In order to communicate effectively to all four countries I came up with an installation of a Red Bull Dance Dance Revolution inspired vending machine that allows consumers to compete in dance against consumers within the other countries. These machines would be placed in high traffic urban areas throughout the designated cities. Users will then be allowed to choose a competitor from another another country where they would be allowed to compete and communicate through dance. They would be prompted to send preset, light-hearted competitive messages such as "Good Luck!" or "You're Going Down!" to the opposing competitor. The winner is dispensed two Red Bulls and the loser is dispensed one. This allows Red Bull to gain positive brand perception, allows product trial and is a fun way to get people involved through the universal language of dance.