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Red Bull Engages Adtower for Driver Campaign

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Pictured at the DigiTower site for Red Bull at the Maxol forecourt, Mespil Road, Dublin were (from left): Graham Clarke, Zenith Ireland; Conor Murphy and Susan O’Kane, Adtower Ltd.; Adrienne Murphy, PML Ltd.; and Mary-Ann Byrne, Richmond Marketing.

Red Bull, which is distributed in Ireland by Richmond Marketing, engaged Adtower Digital Media for its recent campaign targeted at drivers. Run across 100 sites consisting of Adtower, Digitower and Motorway Superstops, the digital campaign ran over a two-week cycle to 13th August.

The Red Bull campaign utilized Adtower’s Digital Media Network by targeting forecourts in high-footfall locations.  In an optimum example for the use of smart buying to target a specific audience,   the Adtower display featured a full motion digital motoring-themed creative and slogan “Sometimes the miles just fly by”.

By aligning Red Bull to the driving experience, the objective was to encourage people to refuel with the energy brand, while they were driving during long periods such as the August Bank Holiday weekend.

According to Graham Clarke of Zenith: “When Red Bull tasked us with aligning the brand to the driving occasion we knew that targeting key consumer symbol groups and super stores across Ireland was essential, especially on Motorways. Our media was live in the lead up to the August Bank Holiday weekend, a key driving occasion for families, festival goers and people who work in the driving industry e.g. Taxi drivers. We identified DigiTowers as being a key media partner for this campaign. They provide digital creative capabilities, which is key in today’s advertising world, but they’re also located in proximity to the point of sale to drive bottom line purchases.”

Vincent Whelan, Managing Director, Adtower adds: “We were delighted to engage with Zenith Ireland on behalf of Richmond Marketing for the delivery of the Red Bull campaign.  Red Bull’s execution of the campaign is an idea example of the use of Digitower for a specific targeted objective, thereby ensuring an optimum return on investment for the advertiser.”