Red Bull Cola: ‘Branch & Root’

Amplify is well versed in creating unique Red Bull experiences that embody the creativity, surprise and humour of the brand – we all know how they to do things differently.

 

Red Bull Cola, however, is a whole different prospect; we needed to communicate the natural, non-energy attributes of the product in a ‘Red Bull’ way whilst cutting through the festival clutter and generating WOM.

 

Back to the Roots

Looking at the key product truths (natural, strong) and the attributes of the target audience (confident, discerning), we landed our thinking on the proposition ‘Inner Strength’ developing this into the big idea ‘Red Bull Cola: Back to the Roots’.

 

Telling the ‘Red Bull Cola’ story to consumers...

Amplify delivered the ‘Back to the Roots’ idea at Big Chill and Camp Bestival through an engaging and educational festival experience, The Branch and Root.

 

This mythical and alluring Inn, which we created as the home of Red Bull Cola, was hidden away from the main stream of the festivals (discovery - another brand trait). This provided us with a perfect setting to deliver a product story to consumers as they’d never seen before...

 

The ‘Branch and Root’

The ‘Branch and Root’ festival experience was a powerful, immersive event, rooted in nature in its many forms. A range of strong impressions and experiences were created through an exhilarating combination of the unexpected, with humour, drama and multi-sensory stimulation.

 

At the rear of the bar, through a wooden door concealed in foliage, a mix of theatrical production, actors and musicians told consumers the natural story of Red Bull Cola.

 

Each of the rooms demonstrated an aspect of Strong by Nature, before reaching the climax in the Utopia Room where Red Bull Cola was revealed as the heart of the source. But only after the group was asked to play the special ‘cleansing’ song on bongos and whistles, naturally!

 

As night falls, the natural energy rises...

The introduction of a varied DJ line-up and our forest band, Riot Jazz, a 9-piece brass band, gave the audience a more energetic experience of Red Bull Cola and turned the Branch and Root into a night time destination within each of the festivals.

 

Each performer delivered sets in keeping with the experience and ensured the bar and garden was always packed and always provided something different. One of the biggest highlights was Riot Jazz performing in the garden with people singing and dancing amongst the band, a real festival moment.

 

What did this deliver?

The Branch and Root was a great success with over 700 intimate consumer journeys, press reach of 1,570,000+ and nearly 7,000 cans of Red Bull Cola sampled by the public. Every person that left the experience came out with a smile, a better understanding of the product and an experience that left some speechless.

 

The presence also generated a number of press pieces in key titles as well as a 'shout-out' on Jo Whiley's Radio 1 show.

Interesting links:

Rowntree's Randoms
Festival Overload
The New Breed of Festival
Red Bull at Hydro Connect

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