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Red Bull Serves Up Drinks Via A ‘Drive-Thru’ Elevator

You have probably seen those TV Commercials where people just plunge into a sea of their favorite soda to feel refreshed and energized.

Red Bull decided to stop doing animations and make those fantasies come true… with a bit of modification.

Background

Red Bull consumption in Brazil was highly identified with sports and entertainment. However, there is a steady increase of daytime consumption by white collar workers. Red Bull decided it is high time to reinforce the benefits of Red Bull among the working class.

Although it was highly attractive to create a pool of Red Bull, it’s impractical. It’s going to make people stink and stick. They did the next best thing. They converted an entire floor to a Red Bull Floor in an office building.

Mechanics

Depending on the time of day, messages were put on the elevator inviting people to stop by the Red Bull floor. The message also included the benefit they will get relevant to the time of the day. When the elevator door opened, employees didn’t need to get off the elevator to get a Red Bull. A Red Bull vending machine is already waiting for them and all they have to do is press the button to get a bottle.

Results

It’s incredibly simple but incredibly effective. It did exactly what they wanted it to do – reinforce the benefits of Red Bull among employees. Red Bull is not just a thing for entertainers and athletes anymore. It’s an energy drink for everyone.

It is also a highly intimate way of reaching out to the customers. Although TV commercials and print ads look good, nothing compares to actually meeting your customers and letting them experience your product.

Then, there’s the free media they were able to get.The thousands of employees became the brand ambassador of Red Bull. They twitted, posted and commented on the stunt and their friends listened.


RED BULL DRIVE-THRU 1low

Advertising Agency: Loducca, Brazil

Written by Ryan Lum

Ryan Lum is the founder and editor of Creative Guerrilla Marketing. He is passionate about creative marketing, social media and design. Connect with him on LinkedIn,Twitter or Google+

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