Red Bull Brief Task: Increase and solidify Red Bull’s voice in music, having a clear consumer position and leverage our value proposition of an incredible South Africa based studio, which no other brand or recording studio can claim, to increase brand love Increase music exploitation and exploration, leveraging the high quality recording studio space as a content hub and gateway for storytelling. Increase consumer awareness, of the South African studio, artists and content. PS: I never got the job because I didn't have a LinkedIn account. Oh well, Follow @STTCreative on Twitter to see what I'm up too. #TeamSTTA

2. “Thereis nothing like music as a means
to connect people,bridge linguistic and
cultural divides and providean avenue
for identity and expression. Music is a
transformative experience.
I mean you can’t fuckin download a live
music experience.”Me

3. INSIGHTS

4. Existing Studios
A recording studio inPretoria. Theirkeymessage is their
online mixing. Their communityis made up by Mc’s making
mix tapes and EP’s. c
Thesentiment around recording
studios is negative due to the financial
burdenthey come with.
Upcoming artists usually haveto
resort to low quality facilities

5. RedBullStudios
Campus activations bridge the gap between consumers
(students) and theirfavourite artists. Students are seldom left
with the edge to create.
This is the same trend that most consumersexperience with
RedBull activations through-out.
Anaspiration to create, with little access to RedBull Studios.
Consumers arefragile and always ona quest to havea voice
within their loved brands.
RedBull Studio talks are great initiative, but to bepositioned and
increase RedBull’s voice inmusic, consumersneed to be
empowered...

6. WHAT
WE / I
KNOW

7. Connecting An Identity
Connectingan Identity in South Africa is by far the easiest to achieve. Braamfontein, down town Durbs, Bo-kaap
(Cape Town), & Maboneng areareas synonymouswith early adopters &creative‘s. What most brands have
accomplished from a culturalperspective is to provide those subculture groups with anabundance of cool parties and
experiences, while forgetting or neglecting theirpassion to create &collaborate. Thiseffect createsa disconnecting
ripple effect with their neighbouringcool urbanareas.

8. CreatingThrough Networks
Eliminate all gate-keepers! We live ina time were mobile is all youneed to be heard. Brands that makeit into
consumershearts grant them anall access to their properties. Theinternetenables the efficient sharing of
information with unprecedented ease. RedBull Studio is rich with content curators fromphotographers, writers to
production companies. This is the 1st phase arson of myproposed strategy.
Rapid
Content
Production
Creating
New
Database
*Focusingonbrandlovepillars
includingSome paidmedia
Seeding
Through
Network
SOLIDIFYINGKEYMESSAGINGONLINE/OFFLINE

9. THE BIG IDEA

10. EVERY CORNER

11. A simple brand truth about RedBull.
It’s available nation wide therefore we assume, so is good music. A
nation wide campaign that allows consumersto create theirown demos
at a push of a button. Thisallows RedBull to be associated as the musical
brand it desires to be.

12. Engagement opportunity
& Idea
For RedBull Studio to be the brand that facilitatesSouth Africansto come
together to share their special part of South Africa with one another. Most
extensive footprints across the country. We know and reach more than most
brands

13. Most quintessentially South African Brand
Right to claim this position

15. CreatingThrough Networks
Rapid
Content
Production
*Focusingonbrandlovepillars
includingSome paidmedia
Seeding
Through
Network
SOLIDIFYINGKEYMESSAGINGONLINE/OFFLINE
Thepremise of the idea lies heavilydepended onour existing networkand brand objectives, to solidify
RedBull’s voice inmusic, increase music exploitation and exploration and to increase consumer
awareness. Theidea will bematerialized as anL.T.O app with supporting media elements

16. Date 16 Aug 2017
Brief Version 1
Client RedBull South Africa
Project Name Every Corner
Job number
Costed Gold Campaign Concept
Target Market LSM 6-8 ages 18-34
(Millennial)
Print The Star / Argus /M&G
Paid Media TV 3x 15’
Radio 5FM/ YFM / Capricon
FM/ Khozi FM /
GoodHope FM
InitialProductionElement

17. Month Campus
Live Tour
5Live Studio
Live
Corner 2
Corner
Jan N/A Active N/A Active
Feb Wits
UCT
UKZN
N/A Synergy Active
March UJ N/A N/A Derby
April N/A N/A N/A Active
May N/A Active Grietfest Active
June N/A N/A N/A Active
July N/A N/A N/A Active
Aug UJ/UCT Active Oppi Active
Sep Wits/UKZ
N
N/A N/A Active
Oct N/A N/A N/A Active
Nov N/A N/A N/A Active
InitialProductionTimeLine