#mtc2017: case study: komunikat we właściwym czasie, miejscu i... nastroju - tomasz szulkowski

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RED BULL DRIVING CASE STUDY

Author: mobile-trends

Post on 21-Mar-2017

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Red bull drivingcase study

Look at this picture for a moment it will let you feel that is idea.A couple of people is driving for skiing since few hours, probably few hundreds kilemters.They are using mobile navigation and chcech all details about wheather and other conditions1

BRIEF

1 st challnege: to get to tired drivers and deliver communications that RedBull is a good solution to get more energy

One of Red Bulls opportunities for consumption is while driving, since tired drivers sooner or later would need a rush of energy to keep them focused. The opportunity to make a move was the winter holiday season. In that time, many people from the whole country drive a long way to ski resorts located south of Poland.RedBull had to act smart to drive sales and build a context-related communication that would stand out from the competition.Communication challenge:How to reach tired drivers on their way to winter holidays destinations? We were looking for a communication solution which would meet this need in the right moment. The challenge was also how to distinguish short-distance drivers (e.g. taxi, delivery) from drivers who were going on holidays. 2

BRIEF

Cele strategiczne: Wzrost wiadomoci marki RedBull jako szybkie i efektywne antidotum na zmczenie podczas dugiej podry

Cele biznesowe: Wzrost sprzeday produktu

Wyzwanie komunikacyjne:Jak dotrze do zmczonych kierowcw podczas podry na ferie zimowe?

Country: Poland onlyStrategic Objective: Increase brand awareness as a fast and effective solution against tiredness while driving.Business Objective: to stimulate sales growth of the product.3

Harmonogram ferii 2016

2 nd challngeThe winter holidays in Poland are devided into few periods to avoid crowd in ski resorts. Its really clever idea if I drive so long it s good to know that thre are comfrtable conditins for skiing. It 4

Big Idea

W podry Dystans 150 kmFormat push

The Big Idea is to define and connect 3 specific activities:Consumers which drivers and they are DRIVING NOWThey are on their way, long enough to become tiredUniversal ad format [not only one navigation], which allow us to use push mechanism [with sound and vibration] to deliver the message in EXACT moment5

Koncepcja: Big Data + Geolokalizacja

Brzowa statuetka Kategoria: Smart Use of Data

Ewolucja Big Idea

W podry Dystans 200 kmFormat natywnyOdbir gratisa

The Big Idea is to define and connect 3 specific activities:Consumers which drivers and they are DRIVING NOWThey are on their way, long enough to become tiredUniversal ad format [not only one navigation], which allow us to use push mechanism [with sound and vibration] to deliver the message in EXACT moment8

Dedykowany format natywny i mechanizm w aplikacji yanosik

PRECYZYJNE DANEJETEMY WIADKAMI REWOLUCJI W KOMUNIKACJI!JESZCZE NIGDY MARKETERZY NIE MIELI TAKIEGO POTENCJAU DO DYSPOZYCJINIEOGRANICZONA KREATYWNO

digitalmobileDANEDANE PROBABILISTYCZNECookiesPRECYZJADane realne a nie deklaratywne np. na bazie GPSUSER EXPERIENCEMYSZKA + EKRANPasywne interakcje tylko na ekranieSMART INTERACTIVEGesty, IoT, VRMOBILE TO CO WICEJ NI TYLKO PRZEDUENIE DESKTOPUWYKORZYSTUJEMY PEEN POTENCJA MOBILE ABY DOSTARCZA NAJBARDZIEJ EFEKTYWNE ROZWIZANIA

[email protected]: +48 608 MOB EXT

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