The Brief: Help Red Bull to engage a new younger audience.
Our Insight: Audience research showed Red Bull’s aspirational athletes and extreme sports content were not relatable to many young people. We wanted to build a campaign that showed sporting success doesn’t require money, support or special treatment.
What we did: We used Real Story Network to find athletes from diverse backgrounds with incredible stories and created a content series ‘Way of the Wildcard’, for Red Bull TV and YouTube . The series was supported with a Facebook format, 'Halfway Point' focussing on mental fitness and an Instagram series, 'Wildcard Fitness' showing how to work-out with limited equipment.
Outcome: The series launched on Sky News and gained national press coverage. View through, engagement and positive sentiment among target audience exceeded KPIs. Red Bull’s founder personally requested a second series. Nominated for a Grierson Award (first brand nomination since 1972).