Be a Real Bull.
It is an attitude to life.
The new century has presented young people with more opportunities to fullfill themselves. In the face of these opportunities, they are always determined to build an era on their own terms. They have fought in the eSport games and have finally made it an Olympic Game. In the past, only stars were shining, but now young people create their own stars through their own efforts… With enthusiasm and unremitting faith, they break the mold through youthpower.
The road to success is not always as easy as expected, but they are fearless, without limits on themselves, and are actively challenging all kinds of impossibilities. They have a spirit of adventure and an endeavour to fight, which is consistent with the "Real Bull Spirit" advocated by TCP RedBull.
Break the tribes and engage with the young audience to enhance brand awareness
The younger generation who grow up under favorable material conditions expect to get a greater sense of belonging through their peers. Through hobbies, they get to meet friends and find their own tribe.
Based on the public awareness of each hobby tribe, scale of users and the maturity of economic operation scale, it can be divided into ‘niche tribe’, ‘rising tribe’ and ‘popular tribe’. Among them, fans, ACG (anime, comic and game), sports (fashion shoes, eSports), and traditional Chinese style have entered the public vision from the initial niche market. The audience scale has gradually expanded and formed a relatively mature and stable economic operation industrial chain. In the era of the tribe economy, consumers are more willing to believe in word-of-mouth communication within the community, pay more attention to the subjective feelings of personal experience, and are more willing to pay for products with personality, characteristics and creativity as well as quality.
To better communicate with young audiences in TCP RedBull brand’s “Real Bull” marketing campaign, we have gathered together four outstanding people from different tribes and teamed up as “Real Bull Alliance”. By showing their characteristics, we have defined the "Real Bull Spirit” advocated by RedBull brand, and we have built a series of “virus", "content", "interactive fissionability" marketing solutions.
1ST SHOT OF TCP REDBULL
#REAL BULL# CAMPAIGN
Appearance is Justice
In collaboration with Isobar, TCP RedBull Vitamin Flavor Drink launched the first campaign on 8th August with the theme #You Are Real Bull, We Got Your Back#.
Featuring hot stars Zhou Zhennan and Xilinnayi Gao who received the highest vote separately on two talent shows, and Pan Xiaoting the billiard queen, and famous eSport player Li Xiaofeng, The attractive videos and print ads revealed surprises for young audiences from different tribes. By defining “Real Bull Spirit” through these four talented people, we communicated the theme and built a concrete connection between brand and consumers.
He is a musician who dares to break through himself and is also a confident boy with a sunny disposition. He has never forgotten his roots but he mantains his ambition, this is what he stands for. His hardcore power is undefined, and hardcore life has no limits. He is a Real Bull!
Zhou Zhennan from R1SE
“Real Bull, Without Limits”
I do not define myself, I do the best in everything I want to do.
Sweet and cool is what she stands for, daring to think and to fight are her beliefs in life. Her voice represents her love for music. As always, she bravely makes her own way on a path that is paved with flowers. She is a Real Bull!
Xilinayi Gao from Hard Candy 303
“Real Bull, Without Fear”
Even though the road is not easy, I carry on regardlessly.
It is not enough to pursue the dream only with passion. Achievement is inseparable from talent, and even more critical is sweat and practice. Focusing on each ball, pursuing perfection, she challenges impossibilities again and again. She is a Real Bull!
Pan Xiaoting the billiard queen
“Real Bull, Challenging Impossibilities”
Every click of the balls, transforms the impossible into the possible.
After 18 hours in practice every day, he won the first world champion for China in WCG single competition, announcing to the world that China has arrived on the eSport scene. He is a Real Bull!
Li Xiaofeng the eSport king
“Real Bull, Taking An Extraordinary Path”
I take the path less followed, and use my expertise to take the fight to my rivals.
LET’S SEE THE FULL VIDEO!
Advertising is the moment when the brand is encountered by the consumer, and the expression that touches the hearts of the target audience. The brand should be deeply rooted in the hearts of the people, while also key is how it fits the mind of the target audience. Today's young audience, however, is always attracted by the appearance first while staying loyal to the product.
For the younger consumer groups, the factors that affected the priority of FMCG purchase are: word of mouth > product > price. Amongst other things, word of mouth includes the pursuit of brand concept and appearance, and the core should be still the quality. With the credibility of the four RedBull spokespersons, we hope to enhance the brand awareness of TCP RedBull and build a good reputation for RedBull Vitamin Flavor Drink in different tribes through this first marketing campaign for RedBull.
TCP RedBull “Real Bull” marketing campaign has just launched, and we will have more exciting events to follow. Stay tuned!
- UPDATE -
One day after the project was launched, we’ve got some surprising results:
The series of videos views: 31.08 million
The hashtag page of Weibo views: 280 million
UGC: 1.15 million
Fans of Zhou Zhennan and Xilinayi Gao spontaneously created their own super topics on Weibo for the two stars, #Zhou Zhennan RedBull Brand Spokesperson# and #Xilinayi Gao RedBull Brand Spokesperson#, which have been viewed 12.8 million times and 10.79 million times respectively.
In the comment area, the fans spontaneously acted as the "authenticity inspector" of TCP RedBull Vitamin Flavor Drink, which added brick and tile to the "authenticity" communication of TCP RedBull.
- End -
Love Isobar, Love Digital
▽
