Wings At Work Pop Up Activation :

BACKGROUND 

Red Bull recognized the opportunity to reach new consumers within the growing At Work occasion. 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 them at their office. The ask was to create a holistic marketing program to disrupt consumers during their traditional workday and position Red Bull as a viable energy source during the day.

EXECUTION

The Wings At Work 360 campaign drove awareness and trial through targeted BTL marketing tactics, local partnerships, micro-influencers program, custom in-store point of sale, out-of-home advertising, sampling, and digital. 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. 

This 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

• 20k cans sampled
• +18% sales increase in Downtown Orlando during the 90-day campaign 
• 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.