Red Bull has turned bus shelters into vending machines in Singapore to unveil its healthier version called ‘Red Bull Plus.’ The installation, conceptualised by Allswell Trading and implemented by Clear Channel Singapore, features a large image of a can of Red Bull Plus and allows commuters to grab themselves a sample until 30 October 2018. The passers-by have to tap a card, as the installation uses a smart technology activation via EZ-LINK card.
The campaign further offers commuters a chance to win $280k worth of prizes in their national consumer promotion ‘Pull Tab To Win’ (runs till 31 December) if their free can reveal a winning tab.
Amanda Woo, head of commercial at Clear Channel Singapore said, “Brands are increasingly using experiential concepts and interactivity to create immersive brand experiences. The Red Bull Plus campaign showcases how messaging is adapted to the OOH environment to generate engagement (sampling) and brand recall at the closest point of purchase. With 100% coverage in and around supermarkets and convenient stores, the campaign is strategically placed to impact purchase consideration when and where it matters.”
Jenny Foo, head of marketing, Red Bull Singapore, said: “We are always exploring interesting and innovative formats to interact with our consumers. The giant vending machine concept not only allow us to bring our product to life in a visually impactful way, but it also offers a delightful incentive for consumers to sample the new product.”
Source: The Drum