Objective: create an integrated campaign to support "At work" occasion for white collars and creative class in Russia.
During the day our audience face concentration lack, tiredness and basic laziness. Because of this the may miss a lot of opportunities during the working day and do not even realize it! The message of the campaign became a CTA #НеПрозевай that is a pun and means "do not yawn" and "do not miss".
What may our audience miss?
The key of success to reach our audience became their caring colleagues, who helped our people not to miss opportunities by sending a special Red Bull kit from our web site. This is how it worked.
Media campaign in social networks and banners forwarded users to web platform and character, relevant for the time of the day, where they could study benefits of the product, "give wings" to colleagues and help them not to miss opportunities.
The key mechanics was simple. Fill in the form with your colleague's details and write what he or she must not miss. After that, the kit with a personal card was delivered to hundreds of offices across the country. And white collars got the idea of hashtag and posted their gifts in social networks.
Campaign became one of the most successful digital projects of the brand and engagement level exceeded expectations so brand team ran out of kits 2 weeks prior to the campaign finish. Awareness level was increased and consumers became more productive.
