2. THE SOLUTION Make people interact with Red Bull Cola Young Lions 2014 MEDIA Competition THE PROBLEM A wrong perspective of Red Bull Cola think that Red Bull Cola is an energy drink mixed with cola think that Red Bull Cola is an energy drink with cola flavor 52% of the target group have already tried the Red Bull Cola 40% Get to know the production of natural Cola Experience a memorable try-out Deliver the product to the right target group

3. Giant can built out of wood Shopping street in working district Massive media display Brand experience through all senses Product try-out inside the can Online media coverage Young Lions 2014 MEDIA Competition THE CORE IDEA RED BULL COLA TOWER Let the target group step inside the product

4. Red Bull Cola branded Wi-Fi Automatic coupon download Natural branded webcam photostation Email database for newsletter #naturaltower Geo tagging Live stream Young Lions 2014 MEDIA Competition RED BULL COLA TOWER SOCIAL NETWORKS

5. EARNED Young Lions 2014 MEDIA Competition MEDIA BUDGET OWNEDPAID 30% ONLINE 70% OFFLINE WEB SERVUS TV SM PR WOM

6. Young Lions 2014 MEDIA Competition All online activity is based on strong offline experience!