RED BULL OCCASION CAMPAIGNS: STUDYING

GUIDELINES

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

WHAT IS THE OBJECTIVE OF THE CAMPAIGN?

To increase consumption “whilst Studying” and strengthen the mind side of the
brand positioning. Why? Because Red Bull Energy Drink supports concentration
and helps you to overcome fatigue. It helps you to study effectively so that you still
have the Energy for other activities… or more study.

KEY MESSAGE
Most students didn’t go to University so that they could study; however it’s the
unfortunate consequence of being enrolled on a degree. Everyone has to do it and
everyone wants to do well at it; Red Bull Energy Drink helps you to beat the books
so that you can get out of the library, and join your friends at the party.

WHEN SHOULD THE STUDYING CAMPAIGN BE PLANNED?

The Studying campaign can be planned throughout the year, however it should be executed
during University term time; and preferably during periods of high workload (for example
during coursework deadlines / exam season). It is not recommended to overlap the studying
campaign with other occasion campaigns as this will confuse the specific functional message
put out by the advertising.

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 Studying 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 student areas e.g. on Campus, in student towns).
 The more touch points the message has, the better – what available resources in the business can you
utilise to ensure the message reaches people?

WHAT INTERNATIONAL MATERIALS ARE AVAILABLE FOR THE STUDYING CAMPAIGN?

 Digital display campaign (banners & game)
 POS materials (headline & visualisations)
WHICH CHANNELS CAN BE USED TO ADVERTISE CONSUMPTION DURING STUDY AND HOW?
The Studying campaign is best activated if all relevant areas of the Red Bull Marketing mix are utilised:

Advertising:

Digital:

The studying game also includes banners to drive traffic to the landing page of the game and these
should be placed on websites that students who are studying/are at university would visit. Ideas for
creative placement could be: Student Union homepages, Student letting services, Online journal
websites, Student notes websites, Job websites, Budget holiday sites etc. Creativity, as ever, is
important so please share any strong performing creative placements with HQ.

Search Engine Marketing (SEM) is also very relevant to the Studying game as a lot of a student’s
research, starts at a search engine. Think about the words that Students would be searching for when
studying (e.g. exam advice, dissertation writing, previous papers, popular student texts e.g. Shakespeare notes
and so on).

In Store:

The Studying campaign should also be taken into relevant off and on premise outlets; for example shops on or
around campus, student union shops and library cafeterias/shops. Running the campaign also creates an
opportunity to win listings on all important University campuses so if this has proved difficult in the past, then
it would be worth mentioning the campaign to retailers. All POS communication should carry the
Studying headline which is: “Why let an exam spoil the party? Red Bull Gives You Wings” (or local
translation) with the Cartoon Bull illustrating the key message. If this headline doesn’t work with
your market then please consult the Brand Manual where there are more alternatives available and
please align with HQ before making a final decision. When choosing the Studying cartoon please
liaise with your local creative agency. Images are available in the follow situations:

Total General Studying Graduation Hat Bull

Brand Manual 19 10 9

Through the line:

SBM Support

There is, obviously, a natural fit between running the Studying campaign and the activity put on by Student
Brand Managers on campus. SBM activity as part of the campaign should support the message of the campaign
(getting your studying done so you can do other things) and not necessarily the digital execution of the game
itself. Examples of SBM projects that could be used as part of the campaign are RB Can under the desk, RB
Postman (a.k.a RB RedEx), RB Alarm Clock and RB Test Answers.

BTL:

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

Social Media

The Red Bull Facebook page can be used to support the message of the campaign with relevant, well timed
posts geotargeting the country. Ideas for related posts could be online mind teasers, videos of people sleeping,
funny videos of people stressed out during study or videos from SBMs that are relevant to the campaign, for
example of the RedEx project. When posting Studying related content please be sure to also communicate the
functionality of the product in the occasion as part of the post, for example asking a question about if this
would have changed if they had had Red Bull. You could also consider posting the Study game from
redbull.local with a challenge for who can get the highest score.

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.

Contact person:

 Kris Boger – International Brand Marketing (kris.boger@at.redbull.com)