Inventing the future of Out of Home with Red Bull.
Helping Red Bull turn an iconic wall in downtown Los Angeles into an interactive game powered by Snapchat.
BACKGROUND
Back in January 2013, Red Bull secured a massive 10,000+ square foot wall in Downtown LA, strategically located next to L.A. LIVE, the Staples Center, L.A. Convention Center, and the financial district. Ever since then, the wall has served as a landmark for Red Bull. What sets this wall apart from other OOH units is its size and prime location. Beginning in 2018, the wall needed to go beyond simply being a static OOH unit, in order to truly serve as the cornerstone of our marketing efforts in Los Angeles. I partnered with Kastner LA (Red Bull's agency of record) and Red Bull to make that happen.
OBJECTIVE
Win the energy drink market share battle in Los Angeles. Deliver impactful creative focused on building local brand relevance and increasing brand love with Gen Z.
CHALLENGE
How do we fuel our ecosystem with the energy of the LA culture while putting the LA Live wall at the epicenter of the action?
OPPORTUNITY
The wall has the potential to help us differentiate ourselves from Monster but we must think beyond a static painted wall to engage with our audience.
THE STRATEGY & IDEAS TO GET TO THE IDEA
I served as the lead brand and creative strategist. I conducted academic research, interviewed young people, wrote the creative brief, and briefed the Kastner creative team. I held brainstorming sessions with them and ran a tissue session with the local Red Bull client. I also devised and presented the strategy to Red Bull HQ executives. Our creative concepts blew Red Bull out of their mind. Below is a snapshot.
INSIGHT
To get the attention of the youth in real life, you get on their favorite mobile app.
STRATEGY
Utilize the LA Live Wall as a platform to highlight the brand promise while creating a game that comes to life digitally via mobile phones and is enabled by snap code technology.
REASON TO BELIEVE
Red Bull has a strong heritage in supporting sports, music, and culture – giving wings to people and ideas for 30 years.
THE RESULTING WORK
Red Bull LOVED both the strategy and the creativity but decided to make the execution more product-centric while still sticking to the plan. With one wall, Red Bull opened a direct portal into young people's lives. Through a game that showcases the many flavors of Red Bull. While vitalizing the mind and body. For 4 weeks players stayed thirsty for a chance to win a year of free products. Below is the resulting work that came to life.