Brand Experience and Activation > Use of Media
WHITE PUZZLE
10AM COMMUNICATIONS, Singapore / RED BULL / 2006
Awards:
Overview
Credits
Overview
ClientBriefOrObjective
The brief was to produce a low-volume, targeted direct mailer to introduce the Red Bull energy drink to key prospects within the energy drinks sector. The mailer should include an information booklet and 1 can of Red Bull for sampling purposes.
Execution
The idea was to communicate about how Red Bull helps the user with life's many daily challenges. From this, we took something as recognisable as a jigsaw puzzle and made it impossibly challenging.
Outcome
A post survey revealed recall rates of 98%, with a 90% sampling rate. Over a period of 3 months following the launch of the mailer, there was a 200% increase in primary and secondary trade distribution channels.
Relevancy
Red Bull energy drink is a functional beverage for times of increased mental and physical exertion. A can of Red Bull was presented with a jigsaw puzzle made out of 1000 white pieces. The mailer playfully underlined Red Bull’s benefits by challenging the recipient with this near impossible task.
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