Marketing campaign Of various MNC's


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This a in detail report of Various Creative yet appealing marketing campaign of MNC's which describes the Brand Equity of the companies. And would be beneficial to those who are going to create campaigns for their own.

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Marketing campaign Of various MNC's

  1. 1. IMC 20 MARKETING CAMPAIGNS STRATEGIES Red bull History In the early 1980s, Austrian toothpaste salesman Dietrich Mateschitz (left) stumbled upon a Thai energy drink, at the time called KratingDaeng. He recognized that if he transformed KratingDaeng from an obscure local remedy for sluggishness into a more universal concept, he could create a new beverage category. And so, he wrapped the drink in a blue and silver can, and then he wrapped that can in a platinum marketing campaign.
  2. 2. By 2011, Mateschitz controlled 44% of the exploding energy drink market, according to Symphony IRI, and was selling 4.6 billion cans a year, most purchased by men between the ages of 18 and 35. They're voracious endorsers of the brand, and that's because, with the beverage, Mateschitz commandeered — if not created — a new, high-octane lifestyle category. Red bull market analysis Red Bull‘s estimated market share is 50 %and currently producing $22 million in sales. Their annual retail sales revenue is $44 million. Their product is marketed in 120 countries with the global sales of $2 billion. The company has an estimated U.S market share of 46% producing retails sales of $US248 million
  3. 3. 20 most influential marketing campaign of redbull Red Bull: Stratos Jump When you think of Red Bull, you may think of their creative tagline, "Red Bull gives you wings." Well this year, Red Bull decided to put that tagline into the hearts and minds of their audience by hiring Austrian extreme athlete Felix Baumgartner to break the world record of the
  4. 4. longest freefall jump of 128,000 feet above the Earth, reaching the high speed of 833.9 miles per hour. Talk about intense! Forget global campaigns: Red Bull went stratospheric in their mission to break records. The company's YouTube video of Felix Baumgartner‘s supersonic freefall from the edge of space has now had more than 33 million views, and the jump broke the record for breaking the sound barrier without engine power. The Red Bull logo can be seen across the suit and equipment, surely one of the highest profile--and highest altitude--marketing campaigns ever. Over 8 million people watched the jump live, and over 30 million people have relived the jump on YouTube since then. Furthermore, the live jump was shown by over 40 TV stations and 130 digital outlets. Red Bull's Facebook photo of the jump generated 216,000 likes, 10,000 comments, and over 29,000 shares. The jump was also a trending topic on Twitter worldwide. Take Away It doesn‘t matter that these campaigns had very little to do with the actual product: Red Bull drinkers aren‘t likely to jump from space, people don‘t usually buy batteries because of the walking dead, bidding low on TVs doesn‘t make you think of phones or tablets, and spending cash on a day of fun has very little to do with cars. But these stunts are creative, entertaining, and get people talking.
  5. 5. RedBull Bulletin Print 2.0 Originally introduced for the Formula 1 racing circuit, energy drink company Red Bull have introduced The Red Bulletin, an innovative printed magazine, that enables readers to 'interact with the printed copy'. In the words of the magazines editorial team: This magazine sings, dances, flies and even scores a touchdown… Here's how it the interesting initiative works: By simply holding the magazine up to the webcam on your computer you can take it ‗beyond the page‘ and into the world wide web. The cover for example will link through to a video package explaining exactly how augmented reality can enhance your reading experience in a way you almost certainly never imagined, with music, film, animations and more. The Red Bulletin is a global magazine published each month in eight countries with a total circulation of 4.3 million copies (!). Labelled as an 'almost independent magazine' it is a modern lifestyle magazine covering news from the world of Red Bull, including a recent feature with Clint Eastwood. Austrian-based Imagination has worked behind the scenes to create the webcam augmented reality experience. A close look at the URL also reveals that FatWire Content Server is powering the website. If you don't have a copy of the printed magazine, you can even download it (link to August edition) and print it. I'm not sure how many actually uses this and whether other companies with less circulation could benefit from it as well, but it certainly provides for a nice wow effect.
  6. 6. RED BULL – re-energizing consumers at both ends of the day RED BULL - DIGITAL MEDIA ADVERTISING CAMPAIGN The Energy Shots variant are located near Customer face Display Units (CDUs) at the till point, in direct proximity to the digital signage screen, and in the ideal location for advertising to prompt immediate consideration and purchase. Red Bull used the Forecourt network for the launch of its Red Bull Energy Shots variant in February 2010. Since then Red Bull has utilised the Forecourt network to its full extent by running tactical advertising campaigns at specifically selected time to reach their core target audience. Campaign details The Red Bull advertising campaign first ran in November 2009 across the Forecourt network, then in February 2010, April 2010, August 2010 and again in March 2011. Digital out of home‘s flexibility enabled Red Bull to advertise on the forecourt convenience network at the most relevant times of day –first thing in the morning, between 6am and 10am, for a wake-up energy boost; and early evening, between 4pm and 8pm, when consumers are looking for a quick lift to keep them going throughout the evening. We worked with Red Bull to animate the first Red Bull Energy Shots static creative, which was linked inextricably with the forecourt environment. It featured the unmistakable Red Bull animated cow driving a car, and ended on a still of car keys and an Energy Shots carton.Red bull continued to engage with a motoring audience, using their creative to make an explicit link between motoring
  7. 7. audience and an ideal drink choice for boosting energy whilst on the move. Red Bull TV Programmes Red Bull knows what it's getting into. Over the years, it has produced TV programs (No Limits on ESPN), films (That's It, That's All), magazines, a website, and a steady diet of Web videos featuring snowboarders, rally cars, surfers, cliff divers, and concerts. Even so, its current ambitions reflect a serious ramping up, as well as the realization of a business plan that eschews conventional advertising in favor of marketing through its own events, shows, and publications. The company shipped more than 1.2 million copies of the first Red Bulletin in the U.S. (equal to Sports Illustrated's paid circulation). This fall its first feature-length documentary, a look at snowboarding called The Art of Flight, will be released in U.S. theaters. Earlier this year, the company announced a partnership with Bunim/Murray Productions, best known for creating the Real World reality-show franchise on MTV. The two are working on reality TV concepts for Red Bull athletes The Flying clubs The Red Bull Air Race, established in 2003 and created by Red Bull, is an international series of air races in which competitors have to navigate a challenging obstacle course in the fastest time. Pilots fly individually
  8. 8. against the clock and have to complete tight turns through a slalom course consisting of pylons, known as "Air Gates". The races are held mainly over water near cities, but are also held at airfields or natural wonders. They are accompanied by a supporting program of show flights. Races are usually flown on weekends with the first day for qualification then knockout finals the day after. The events attract large crowds and are broadcast, both live and taped, in many nations. At each venue, the top nine places earn World Championship points. The air racer with the most points at the end of the Championship becomes Red Bull Air Race World Champion. Beyond the Flying Bulls—a performing fleet of vintage aircraft—the most fascinating parts of Hangar-7 are the restaurants, including the Threesixty Bar, the Mayday Bar, and Restaurant Ikarus. Directly below us sit a half dozen aircraft, all tattooed with Red Bull's logo, including a Chance Vought F4U-4 Corsair fighter from 1945, a Pitts S2B aerobatic biplane, two Alpha jets once used by European militaries for training, and a couple of helicopters. Crashed Ice Crashed Ice (Red Bull Crashed Ice) is a world tour in the winter extreme sporting event, ice cross downhill (or downhill ice cross), which involves downhill skating in an urban environment, on a track which includes steep turns and high vertical drops. It is sponsored by Red Bull. It is similar to ski cross and snowboard cross, except with ice skates on an ice track, instead of skis or snowboards on a snow track.Competitors, having advanced from one of the tryouts in the prior months, race in heats of four skaters, with the top two advancing from each heat. Racers,
  9. 9. typically ice hockey players, outfitted as such, speed down the course‘s turns, berms, and jumps. Soccer Teams& Formula One Team RedBulls owns four soccer teams: New York's Red Bulls (and their stadium), Red Bull Salzburg, Red Bull Brasil, and RB Leipzig. He also has a Nascar team and two Formula 1 racing teams. One Formula 1 team has on occasion been sufficient to cripple a billionaire's finances, but like everything at Red Bull, he finances the annual $200 million cost of his F1 teams out of the company's healthy operating income. Marketing campaign
  10. 10. In the 2006 Monaco Grand Prix, they supported the movie Superman Returns, which continues the line of marketing events begun by the Star Wars: Episode III promotion of 2005 (in the 2005 race, the pit crew dressed up as clone troopers) and the Ocean's Twelve promotion of 2004 when the team ran under the Jaguar Racing banner. When David Coulthard finished third in the 2006 race, he donned a Superman cape for his appearance on the podium. Advertising Campaign Red Bull's slogan is "it gives you wings". Red Bull's international marketing campaign targets young men mostly with extreme sports. These range from mountain biking, BMX, motocross, windsurfing, snowboarding, skateboarding, kayaking, wakeboarding, cliff-diving, surfing, skating, freestyle motocross, rally, Formula 1 racing, to breakdancing. Red Bull uses music and videogames, and has enlisted celebrities, such as Eminem (sponsoring the Red Bull "EmSee Battle Rap championships"). It hosts events like art shows and the "Red Bull Flugtag" (German for "flight day" or "flying day"). Red Bull owns association football teams, with clubs in Austria, Germany, the United States and Brazil featuring the Red Bull trademark in their names. By
  11. 11. associating the drink's image with these activities, the company seeks to promote a "cool" public image and raise brand power. The energy drink has created a market for over 150 related types of merchandise,[38] like Red Rooster and Blue Lightning. Redbull in the Game industry In the PlayStation 3's social gaming platform, PlayStation Home, Red Bull developed its own in-game island, specifically advertising its energy drink and the Red Bull Air Race event (for which the space is named) released in January 2009. In late November 2009, Red Bull produced two new spaces, the Red Bull Illume space, and the Red Bull Beach space featuring the Red Bull Flugtag, both released on the same day. In January 2012, Red Bull released its first personal space called the "Red Bull House of Skate" featuring an indoor skate park. In the video game Worms 3D, Red Bull allows worms to move more quickly than normal. Red Bull is displayed on virtual track-side billboards during game play and in the opening cinematic in the video game Wipeout 2097. Red Bull Art of Motion Red Bull Art of Motion is competition labeled as a freerunning competition held in various countries, including England, Kuwait, the US, and Sweden. Judging of the event is based on several criteria including creativity, flow, execution, and difficulty.
  12. 12. Unique Marketing Campaigns of Sony LG also put people on the edge of their seats in their hilarious experiential campaign So Real, It's Scary, which put unsuspecting victims centre stage for an elaborate prank involving an elevator and LG's latest TV screens. In order to demonstrate just out how lifelike their new IPS screens are they installed them into the floor of an elevator. Filmed on hidden cameras, we then witness poor members of the public put through an ordeal that would turn even the hardiest of souls into a weeping ball of jelly. First, the lift lights flicker. Then the floor tiles suddenly appear to suddenly fall away, complete with sound effects, revealing an endless lift shaft below. The sight of seeing the poor victims hop from tile to tile or cling on to the railing as they see their lives flash before their eyes certainly got the web laughing last month. The ad attracted 370,482 during October, putting it in seventh spot.
  13. 13. LG Ultra HD TV Prank End Of The World Job Interview Viral ... LG Chile has promoted the 82-inch Ultra HD TV by convincing unsuspecting job applicants that an asteroid has just hit earth The stunt appeared in on YouTube earlier this week and has already gathered over two million views. The video shows the LG team setting up the TVs to appear like windows looking out into a city scene. Interviewees then see the sky turn bright orange while the room begins to shake. As the asteroid hits, all of the interviewees run or hide before being plunged into darkness.
  14. 14. Volkswagen – Fast lane After a long day, all we want to do is relax. Leave the office, relax. Get on the subway, relax. Get off it, and wait a minute, what‘s this? A Fast Lane? Volkswagen invites you to take the fast lane why is way faster than the stairs, and even the escalator. Commuters who want to take the plunge get to slide down the red slide built right next to the staircase, and try to briefly live life on the fast lane, and be the envy of those who took the escalator instead. Stunts Red bull also sponsers stunts man or any stunts that‘s daring to human. They have sponser no of such events which had adrenaline rush in it.
  15. 15. Tic Tac 'Worst Breath on Earth' Takes Web by Storm The ad, which runs just under two minutes, features a flash mob dropping like flies to show an unsuspecting stranger his breath is in need of a fresh mint injection à la tic tac. Before its official media launch on Wednesday, the live stunt leaked onto the web and garnered 200,000 views on YouTube. ―The simple truth is that it‘s always difficult to tell someone they‘ve got bad breath, but we knew TicTac could do it in a way no other mint could – playfully,‖ Ogilvy‘s strategic planner HadiZabad explained. Ogilvy‘s team shot in Rouen, France with more than a dozen cameras, but, despite meticulous planning, they still weren‘t sure it would be a hit. ―Doing a live stunt is always a challenge. First, you never know how it‘s going to work. Second, it‘s all about preparation so it takes a lot of time to get ready. And third, you never know how great it is until you‘re at the edit,‖ creative director Baptiste Clinet said. Most of the people featured in the skit are real locals from Rouen, including around 60 employees from Rouen‘s Ferrero chocolate factory. Ogilvy & Mather Paris‘ managing director Benoit de Fleurian was at MIPTV with a branded entertainment keynote on April 2 and the Tic Tac campaign is an example of the growing power of social media and viral web marketing. ―We are living such an exciting time in advertising, when it's all about earned media, and how many people appropriate your ideas and send them on. When the idea launches, it has to break through all the clutter on YouTube, and earn it's worth,
  16. 16. Proctor & Gamble: Thank You, Mom On Mother's Day 2012, P&G launched a campaign called "Thank You, Mom." Throughout the campaign, P&G featured Olympic athletes training from a young age, and emphasized the impact their mothers had on their lives. The "Thank You, Mom" campaign also included the "Raising an Olympian" video series to highlight specific athletes' experiences.For a company whose products or services aren't directly related to sporting goods, P&G generated more coverage for this campaign than a lot of other companies like Nike whose products relate directly to the Olympics. Each "Raising an Olympian" video received close to 1 million views, and the main "Thank You, Mom" video received about 53 million views. Impressive! Through their effective use of newsjacking, they not only leveraged the popularity of a major, worldwide event, but they also stayed true to the lifestyle of their brand and the audience they cater to. As a result, they were also able to attract a lot of media coverage and thus, reach a global audience. When you're coming up with your next marketing campaign, think about ways you can expand its reach to more people. Could newsjacking be one of them? Samsung GALAXY S III: The Next Best Thing Is Already Here In the summer of 2012, Samsung announced the launch of its newest phone, the GALAXY S III. Around the same time, Apple was also
  17. 17. planning the launch of its iPhone 5. Bad timing, eh? So how did a company like Samsung break through the noise of one of the most popular brands around -- especially considering it was also a direct competitor? Samsung created a campaign called "The Next Best Thing Is Already Here," which was very careful not to mention Apple by name while making it obvious that Samsung's product was superior to the iPhone 5.So was it successful? After just one day on the web, the video had been shared 99,294 times, and it generated 2.3 million views. And after three months, it had generated over 17 million views -- and was also being shown in movie theaters. Samsung was strategic in the making and marketing of this video. First, they focused on the true feature differentiation between the two products; something that every potential buyer cares about but is not always emphasized in brands' marketing. Samsung also made great use of humor to poke fun at Apple addicts in a playful way. And again, while they didn't even mention the Apple or iPhone name, they made it very obvious to anyone watching that it was the brand they were comparing themselves to. Too often, marketers attack their competitors directly to show their differentiation -- which is not something that looks very professional to potential buyers. Think about ways you can show your superiority over competitors while still keeping it clean, like Samsung did.
  18. 18. Obey You: Sprite Encourages Teens to Follow Their Instincts “This is Sprite speaking to Sprite, earning the right to encourage teenagers to be true to themselves by first being true to itself,‖ adds Leo Premutico, co-founder and executive creative director of Johannes Leonardo, the New York-based agency that created the campaign. The Sprite-to-Sprite films – which debuted in Canada and will soon appear in other markets – set the stage for additional work, including outdoor creative featuring close-up and macro photography of the clear, crisp liquid.―This is Sprite speaking to Sprite, earning the right to encourage teenagers to be true to themselves by first being true to itself,‖ adds Leo Premutico, co-founder and executive creative director of Johannes Leonardo, the New York-based agency that created the campaign. The Sprite-to-Sprite films – which debuted in Canada and will soon appear in other markets – set the stage for additional work, including outdoor creative featuring close-up and macro photography of the clear, crisp liquid. Ultimate dance Show By Girls in Wipro... - The BACK ... In a Flash Mob event organised by Wipro, Kochi as a campaign against the wastage of food. The event was described as Ultimate dance Show By Girls in Wipro Flash Mob.