Wings At Work Pop Up Activation :

BACKGROUND 

Red Bull recognized the opportunity to reach new consumers within the growing At Work occasion. To capitalize on this, the brand needed a new avenue to interact, introduce its product as a functional beverage to consumers, and overcome the obstacle of gaining access to sample it at their office. The request, therefore, was to create a comprehensive marketing program that disrupts consumers during their traditional workday and positions Red Bull as a viable energy source throughout the day.

EXECUTION

• Building on these objectives, the Wings At Work 360 campaign drove awareness and trial through targeted BTL marketing tactics, local partnerships, a micro-influencer program, custom in-store point-of-sale displays, out-of-home advertising, sampling, and digital marketing. The Wings for Work experiential pop-up workspace activation provided a unique environment that cultivated collaboration, inspiration, and creativity within the local start-up and entrepreneurial community.

• To further enhance this activation, the initiative up-leveled the traditional co-working environment by providing national and local guest speakers, reverse pitch groups, brainstorming sessions led by respected mentors, and yoga classes.

RESULTS

• As a result of these efforts, 20k cans were sampled, and there was an 18% sales increase in Downtown Orlando during the 90-day campaign.

• Additionally, the Wings at Work pop-up activation received the Golden Brick Award from the City of Orlando for outstanding community engagement.

The Wings for Work experiential pop-up workspace activation provided a unique environment that cultivated collaboration, inspiration, and creativity with the local start-up and entrepreneurial community.