Red Bull makes a strong case for work-life balance
By Bhawana Anand - August 06, 2018
The energy drink brand reaches out to the working population through an innovative campaign executed by Jagran Engage
Targeted at the white-collar job goers, both male & female, Red Bull initiated a month-long OOH campaign to remind people of the essence of leading a balanced life. The energy drink brand in association with Jagran Engage launched the campaign in metro cities like Mumbai & Delhi at places that have high working audience footfalls. The campaign was also synced with on-ground activities and radio promos.
Red Bull was writ large on a variety of OOH formats – metro station media, conventional media, ambient media in commercial parks. Rapid Metro media and Mumbai Metro media were added on to expand the reach of the campaign. The site selection was done keeping in mind various factors such as maximum footfall at the location, contextual placements to communicate the campaign message in different work occasions, different offices based on the industry in the proximity of the sites, etc.
The animated design campaign creative added attraction to the campaign. The creative was crafted considering the attention span of the consumer and knowing that animation catches more eyeballs than vanilla rendering. Red Bull also used digital OOH screens for the messaging. The inspiration came from the consumers from various industries and the fact that everyone has their own ‘To-Do’ that they wish to pursue but do not get time due to their corporate jobs.
Commenting on the campaign, Sanjay, Vice President, Jagran Engage said, “The problem nowadays people face is finding the time to follow their passion, their hobbies. With the campaign ‘Carpe Diem’, Red Bull is encouraging office goers to make the most of what they have and enjoy their present. The idea is that people sign off early from work and make time for their life. Doing various activities and collaborations, Jagran in association with Red Bull aims to inspire people and bring a change in their lifestyle through this initiative.”
As per the brand, the communication was to push Operation #CarpeDiem and redirecting people to the campaign microsite and as a result the traffic has been consistent across mediums. The response generated is great considering the signups happening since a month and got equal traction from OOH and radio as from digital.