For my Introduction to Qualitative Research class, my group created a situation analysis and research plan for Red Bull. Using our Key Insights and SMIT, I created our creative deliverables.
Key Insights: Minimal health concerns, Iconic, but not preferred, Functional, not lifestyle-based, Accessibility = Entry
Objective: The objective is to convince Gen Zto venture outside their comfort zones and try different Red Bull flavors tofind one they love.
Single Most Important Thought: Spread your wings.
Instagram Carousel: As users scroll through the carousel, they'll see the variety of flavors Red Bull has to offer and be enticed to try them. This targets existing followers, but through paid promotion for the post, it can reach non-followers as well.
Instagram Story Ads: These variations would appear as users tap through stores. They would reach both followers and non-followers, providing easy access to learn more information about the flavors.
TV Commercial: I illustrated a storyboard for a commercial promoting the "Spread your wings" campaign. I tried to keep the existing Red Bull illustration style, since it is already recognizable.
Free Samples: Having someone hand out free samples increases accessibility to the lineup. The person would wear gigantic wings, drawing attention and potential UGC from being posted on students' social media accounts. Doing this during a high-stress time like finals appeals to consumers when they want and need energy drinks the most, according to our research.
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Length: 15 seconds
Description: Animation of a young man trying different Red Bull flavors. With each ones, his wings grow larger, and the background changes color to match the can he’s trying. Background transitions are a watercolor wash.
Ad ends with the tagline “Spread your wiiings” spoken and displayed across the screen.
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