Red Bull from Brazil took the initiative to launch in an international campaign an experience of total immersion of the shopper with the brand. For the first time in the company’s history, promotional packaging capable of becoming a Virtual Reality glasses would be launched.
Unlike the usual, this campaign relied exclusively on the experience of the shopper at the point of sale. For the campaign to make sense, we needed to ensure that consumers understood what the product was intended to do, since technology was news to the vast majority of people.
o Through Consumer Behavior surveys, we map out the ideal shopper profile and intersect with retail market trends for powerful insights.
This large study resulted in adaptations in the original Key Visual, and a specific tool kit for each sales channel to enhance the didactics of the campaign.