2010 Winners & Shortlists

The Brief

Brief was to announce Red Bull Street Style competition in a non traditional way, giving potential customers a Red Bull brand experience. The objective was to encourage product sampling while raising awareness of the Red Bull Street Style Football Competition. The Target Audience was mostly males aged 10 to 22 years, from all socio-economic clusters Our strategy was to come up with a strong idea that's based on a very strong Egyptian Insight Insight: Whenever any kind of street battle or competition occurs in Egypt, a large crowd will gather and watch, take pictures, or even partake in the action.

Creative Execution

His idea is ideally suited to both Red Bull and our target audience: daring, rebellious and fun. It is also considered by many (consumers, marketing and advertising executives) the first guerilla idea to be done in the Egyptian market.

Describe the creative solution to the brief/objective.

The ‘battles’ were set in high-pedestrian areas to ensure maximum exposure and to enhance the brand experience. Eg. City Stars (the largest mall in Cairo) Virgin MegaStore, El Hegaz Square. Here we performed a Free Style show after the sketch on top of five buses. In City Stars, where the crowd was unbelievably huge. Mall security couldn't stop the show due to the amount of fans watching, filming and enjoying their free Red Bull. Sketches were shot with hidden cameras and uploaded to various channels including Facebook and YouTube. A video edit was displayed on plasmas in Mobil's Mini Market.

Results

Number of applications received: 2000+ Viewers in the mall: 5000+ Hits on YouTube: 50,000 so far Facebook group members: 1000 Around 500 -1,000 cans of Red Bull were sampled during the event and it It was the talk of town on all major Egyptian sports websites and online blogs. It luckily built a very strong relationship with the consumer for its originality, wittiness and entertainment factor