Keys To Your City is a socialising campaign to encourage and inspire people to make the most of their time in their city. The key objective of this campaign is to encourage KISS listeners to go out and do more with their time, with Red Bull as the sustenance required to make the most of a city experience. KISS will host a co-branded Creative Page at kissfmuk.com, positioning Red Bull as the energy that 'gives you wings' to go out; 'Red Bull gives you the keys to your city!'.
ELEMENTS OF CREATIVE PAGE
VIDEO: See Details of Video to be featured at top of Creative Page on Slide 3
COPY: Key messaging provided by client & campaign details relevant to consumer
COMPETITION: See Details of Competition mechanic on Slide 4
SOCIAL LINKS, WHATS INSIDE, TYPES OF RED BULL, T&C'S
Video at the top of Creative page of a social group enjoying cans of Red Bull in amongst friends.
AIM: Promoting Red Bull as the drink of choice before going out and as an energy booster to fully enjoy the city experience.
NOTE: No association with alcohol to avoid key messaging being misconstrued and also in an attempt to shift consumer perceptions to a drink that can be consumed when socialising , not just in extreme moments of need.
Friends socialising among one another, laughing, enjoying their environment and being in the city - excited to see where the night takes them.
One friend looks particularly low in energy until they are handed a can of red bull; they suddenly perk up, smiling and rejoining social group with elated expression and ready for a night out in the big city.
Friends head off into the sunset, heading towards the city in the distance with arms in the air and a youthful enthusiasm about what is ahead.
The hashtag #UnlockYourCity appears as the video comes to a close and then repeats on rotation.
We will drive the listeners online to a co-branded creative page where they will have the opportunity to win an amazing experience in their city.
COMPETITION MECHANIC AND HOW TO WIN
On 19th September 2018 a Red Bull-related Creative Page will be posted on the KISS FM UK website. Entrants will need to answer correctly the following question for their chance to win an exciting experience in the City, courtesy of Red Bull:
Which out of the following cities is known as 'The City That Never Sleeps'?
c. New York
One winner will be chosen by electronic random draw on Thursday 4th October 2018 from all entries. All data opt-ins will be passed over to client.
Include T&C's underneath Competition:
TERMS AND CONDITIONS for “UNLOCK YOUR CITY WITH RED BULL” (the “Competition”).These terms should be read with our general competition terms at: http://www.bauerlegal.co.uk/radio-competition-terms.html which also apply to this Competition.
Include all of the below links, in symbol/logo form, alongside Red Bull website URL at top of page:
Red Bull Website: https://energydrink-uk.redbull.com/
Include Hashtag #keytoyourcity
Creative page must include a header at the top of the page, underneath the intro video. Details of the competition will be included (all in capital letters):
WIN An Amazing Experience In The City With RED BULL!
Also to feature on the Win Page on kissfmuk.com:
Feature a 'WHAT'S INSIDE?' section with the below ingredients:
+ Include link to ingredients page on Red Bull website: https://energydrink-uk.redbull.com/ingredients-list
IMAGES AND COLOURS TO BE INCLUDED ON CREATIVE PAGE
Colours to use:
Creative Brief is sent over to design team
PM reviews final design and decides on any final amends
PM views first draft of creative page and decides on amends to then send back to design team
Page is built by design team, tested and set up
Creative Page goes live on Kissfmuk.com
KISS are excited to be partnering up with one of the nation’s most popular drink brands! The main aim throughout this campaign will be to drive listeners online to a co-branded creative page where they can enter to WIN a fantastic experience in the city! KISS will fully embed Red Bull into all related online content, positioning the brand as the energy source required to go out and explore the city! The creative page will feature multiple elements including a video, adding a more personal touch to the campaign by exposing viewers to a relatable social situation in which Red Bull is promoted as the antidote to a typically ‘boring’ night in. This creative mechanic will focus on a few main objectives that will promote Red Bull as the drink of choice and ultimate boost required for KISS listeners and the nation to head out and make the most of their night! Driving people to drink Red Bull before they go out rather than on their night out will position Red Bull as the energy that gives you the 'umpf' to go out - ‘Red Bull gives you the keys to your city!’ Additionally, the KISS audience is the perfect fit for Red Bull in this campaign. The 24-34 year old demographic ties in nicely with KISS’ ‘lust for life’ youthful audience, both all over the UK and in major cities. By expanding the everyday relevance of Red Bull and by adapting to the changing ways in which people socialise, Red Bull will heighten awareness of the brand and change perceptions of everyday users of the beverage. The online competition will encourage KISS listeners to interact with the brand. Competition entrants will enter their details, including email addresses, when entering which can then be passed over to the client if a positive opt-in is selected.