redbull

The Smarties Vietnam 2014 Award

Gold Prize - Messaging Category

Strategy

Red Bull is the trustable and popular energy drink brand in Vietnam's market. Red Bull conveys the message of dynamism and connection to life, energy supplement for sport players and brings pleasant feeling for the consumers after stressful work hours. With smartphone penetration rising very fast, Vietnamese youth is being seen as a highly active and tech savvy group of target audience.

Our brief was to convey Red Bull's brand image in an engaging way leveraging mobile platform to high school and university students from 16 to 22 years old, people who are active, dynamic and energetic.

Based on our research in term of brand characteristics, over 80% respondents often call Red Bull with its common name “bò húc” or “bò cụng” which comes from the image of 2 bulls gorge each other on Red Bull's logo. So we decided to bring the bull to live and connect with youth's everyday activity, the conversations.

Solutions

To convey the characteristics of Red Bull energy drink as well as match with daily activities of target audiences, we created a set of unique Red Bull stickers on Zalo named "The Invincible Bull" ("Red Bull Chú Bò Vô Đối"), including 34 funny and popular emotional icons, following the 3 main themes as below:

  • o The Bull with Playing sports: (surfing, biking, playing football…)
  • o The Bull with Daily activities: selfie, feelings (angry, happy…)
  • o Bull Funny moments

Users can use emotion icons of the sticker "Red Bull Chú Bò Vô Đối" to express their feeling or what they want to say via Zalo. They can also invite friends go to play, meet together to catch up. This made friends feel more fun and interesting with your invitation.

To advertise the sticker "Red Bull Chú Bò Vô Đối", we put it on the top position in the Emoticon Store (“Cửa hàng biểu cảm”) on Zalo and a banner that introduces the unique sticker set on top position of Zalo Emoticon Store. The execution was simple but powerful.

How we did it

We created Red Bull sticker “Red Bull Chú Bò Vô Đối”, including 34 funny and popular emotional icons for users to chat with friends. To advertise the sticker Red Bull Chú Bò Vô Đối, we put it on the top position in “Cửa hàng biểu cảm” on Zalo.

1

We created Red Bull sticker “Red Bull Chú Bò Vô Đối”, including 34 funny and popular emotional icons for users to chat with friends.

demo
demo
demo

2

We put it on the top position in the Emoticon Store (“Cửa hàng biểu cảm”) on Zalo

Steps to download the set on Zalo

Step 1

Login to Zalo

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Step 2

Go to profile screen

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Step 3

To sticker store

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Step 4

Download the set

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Step 5

Share with friends

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Step 6

Sticker in use

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Promote the sticker set on Zalo

The sticker is put on the first position.

Put banner of the sticker on the top position in the Emoticon Store (“Cửa hàng biểu cảm”) on Zalo

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The sticker set brings fun to users

Users are using emotion icons of the sticker "Red Bull Chú Bò Vô Đối" to invite friends go to play, meet together to catch up. This made friends feel more fun and interesting with your invitation.

chat
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