Agency: Loducca
Advertiser: Red Bull
Title: Red Bull Drive-Thru
Creative Team: Dude Tallia, Marcelo Rosa, Raphael Franzini
Head of Design: Gustavo de Lacerda
Creative Directors: Cássio Moron, Fábio Saboya, Sérgio Mugnaini
Chief Creative Officer: Guga Ketzer
Accounts: Wilson Negrini, Roberta Beltrão, Carla Figueiredo
Media: Daniel Chalfon, Adriana Favaro, Rodrigo Tamer, Leandro Otsuka
Planners: Ken Fujioka, André Troster
Executive Producers: Ana Luisa André, Sid Fernandes
RTV: Karina Vadasz, Indaiara Pelizario, Filipe Rodrigues, Marcela Bortolai, Lucas Bastos
Audio Production Co: A9 Áudio
Development: Reinaldo Motta Lima and Pimenta Print
Client: Beatriz Bottesi, Clarissa Melo, Lucas Garms
Published: December 2012
Implementation
Red Bull Drive-Thru is a special stunt for office buildings that uses the screen inside the elevators to promote a special floor where people could get a free Red Bull during the work time without having to get out of the elevator.According to the time of the day, the screen inside the elevator displayed different messages to invite people to stop by the Red Bull Drive-Thru. Stickers by the panel indicated the drive-thru’s floor. The stunt was captured by hidden cameras and published online.
Client Brief Or Objective
The consumption of energy drinks in Brazil happens more often at night in bars and nightclubs. To increase daytime consumption is key, and the office environment is particularly relevant and challenging. So how can Red Bull reinforce its leadership and show the functionality of the product in the right place at the right time?
Execution
The location where the stunt took place was key to reach the right target. Transforming the elevator of office buildings into a place where people could experiment the product without having to get out of the elevator was perfect to demonstrate the functionality of the product. Specially during specific hours like the morning, after lunch, and before heading to a possible second-shift. For these hours, different messages were used to drive people to Red Bull’s drive-thru.
Outcome
Strong PR coverage combined with social media allowed a higher reach. In 2012, the daytime consumption of Red Bull increased 10% in Brazil according to research.