Secondary Research

Existing adverts by Ellena Whitehall

World of Red Bull 2015 Advert

The form of this advert is realistic, as it shows the target audience what they could achieve if they consume the product. In this advert it uses a lot of slow motion to enhance the stunts performed and the technical skill in them. Therefore, making them seem much more awe-inspiring than if they were shown at a regular speed. The slow motion also makes the advert seem to have more surreal elements than actual possibilities for the target audience.

Throughout the advert there are also female appearances that could be seen as targeting both genders, for example, at the concert/festival and also the final shot before the pack shot a female sports personnel Lindsey Vonn, who is on the US alpine ski racer team. This could be seen as targeting the female gender as well as their main target audience.

The lighting in this advent seems to help the audience focus on the person or drink in the scene.

The emotional responce from this advert is self-position as the consumer is aspiring to be like the athlete or artist.

Zebra Advert

This advert is unrealistic and humorous as the zebra fought with a crocodile and walked away the victo. They advertised this due to the fact ofdrinking Red Bull. This would be good for the younger audiences and show lifestye appeal as they might want to feel tougher and may believe that Red Bull could make this happen. This advert has a pack shot at the end similar to the World of Red Bull advert. There is no iconography as there was in the World of Red Bull advert,

This advert is animation and like the World of Rred Bull advert is part of a series of adverts of a similar theme. Which makes the brand identity easier as the animation style are all similar.

Target Audiences and USP by Ellena Whitehall

Target Audience

It states on the Red Bull website that the target market is “Red Bull markets to urban males ranging from 16 to 29 years old.” This gives us a rough idea of what to advertise based on the age range and target market being males. A good example of this is the world of Red Bull 2015 advert. Which you can clearly see shows aspects that would appeal to this target market like the motorcycle or skateboard stunts. This is good marketing as it shows the message of if you drink Red Bull you can achieve great things.

USP

I would say that Red Bull's USP would be that they sponsor events and sports personnel, this means that if you are watching a sport e.g. grand prix or alpine skiing if you support the sports person you are more likely to buy the product than if it was just advertised on TV.

Red Bull by

Callum Martin

Analysis of Adverts

2015 Advert: (https://www.youtube.com/watch?v=kKPtLTg31Mg)

Style: This advert focuses on the surreal world and experiences of extreme sports. The advert is created to show if you drink Red Bull you will have the energy to do all of these sports.

Shots: The shots used in the advert are mostly mid-air shots to link with their catch phrase “Red bull gives you wings”. This advert has two different types of shots one is a close up and the other one is a mid-range shot. The close up shot is so that you can have a better look at what happening up close, and the mid-range shot has been done so you can see all of the action but still close up. Most of the angles used to film the shots were shots looking up at the athletes as they were doing tricks in mid-air.

Special effects (SFX)

Techniques: In this advert they use overt messages which is done to get an emotional response from the viewer. For example, Red Bull are saying if you drink this you are going to be happy and have fun. They also use celebrity endorsement to make people think that buying this drink will get them to be like those who inspire them.

Characteristics: In this advert there are no benefits offered, or advantages shown in the video. benefits offered; advantages over other similar products

(USP); The USP that the advert is trying to show is that lots of people who live life on the edge drink Red Bull and accomplish great things. This would appeal to people who are big into extreme sports, and to people who have busy lifestyles.

lifestyle appeal; brand identity etc

2014 Advert: (https://www.youtube.com/watch?v=GIImzg4BJJ0)

Style: This advert is again similar to the 2015 advert showing off the highlights and many aspects of extreme sports like skydiving. The video is very fast and uses short clips for each sport.

Shots: The shots used in the advert are again mostly mid-air shots to link with their catch phrase “Red bull gives you wings”. This advert has a variety of different shots of close ups, mid-range and semi-long distance shots. This was done so you can get a better feel of the action and so you can see it from different angles.

Special effects (SFX) Techniques: There is hidden message in the advert, it says that you can accomplish good things if you drink this. This would make more people buy it, as they are thinking they can do these extreme sports as well because the drink will give them more energy.

Characteristics of products or services: The advert shows everything that Red Bull sponsors so it shows how big the company is.

(USP); The USP that the advert is trying to show is that lots of people who live life on the edge drink Red Bull and accomplish great things. This would appeal to people who are into extreme sports, and to people who have busy lifestyles.

2013 Advert: (https://www.youtube.com/watch?v=nq6fVy6sSYo)

Structures: Shows extreme sports again and focuses on achievements such as the man that did the highest ever recorded free fall. In this advert they show off the brands logo a lot, the logo is printed on the people in the adverts gear and clothing.

Style: This advert is very self-promoting because almost every shot had the logo of Red Bull on t-shirts, equipment or bikes. They also slow down the some of the shots to show off the beauty of the sport.

special effects (SFX) Techniques: There is an overt message saying how people should go out exploring and doing things like these extreme sports, I think it was done to get more people involved with activities outside. At the end of the advert the free fall man was shown raising his arms in a victory pose and at this point the Red Bull logo was layered over the top.

Characteristics of products or services: Red Bull is trying to portray that their product gives you the energy to keep going and achieve things. Whereas Lucozade sponsor sports people, Red Bull sponsor people who do amazing things.

(USP); Would appeal to anyone who is an outdoors person, so like exploring, sports and people who want a healthy lifestyle.

https://boadigital.files.wordpress.com/2014/02/unit-30-spec.pdf

Research

Red Bull is a company founded back in mid 1980s by a man called “Dietrich Mateschitz”. The drink its self was sold first in Austria at a market. However now Red Bull is sold in 167 different countries and 50 billion cans have been consumed. (http://energydrink-uk.redbull.com/company-profile)

Rival products

Red Bull has lots of rivals in the energy drink market. Red bull is arguably the largest business in that sector. One of the top competitors is “Lucozade”, it has a net worth of £1.35billion which is less compared to Red Bull with a net worth £4billion.

Lucozade Advert 2015: (https://www.youtube.com/watch?v=TpSqEKpTLUI)

Style:

Shots: The shots used in the advert were close ups on the characters pretending to be the other famous rugby players. This was done to show expressions of their faces. They had the angles of the shot put up at the players to make them look bigger.

Techniques: The advert for Lucozade uses celebrity endorsements and was made to help sponsor the Rugby World Cup. They had a slogan saying “Only for home nations hands off” this was done to help support the home nations teams and encourage them to do better than other teams from outside the UK. In this advert they use big rugby icons and role models. This is used as an hidden message to the viewer or for any rugby fan to make them feel like this is the drink for them because their role models are using it.

Characteristics: The advert appeals to people who are interested in sport which is also the same as Red Bull. I would say that the advert is targeted to 16-35 year olds.

Mountain Dew Advert 2015:

The new Mountain Dew advert was for the launch of their new drink “kickstart”. The advert showed 3 friends in a room together and they look really bored then they got the drink out, and everything came alive in the room. This was done to show that by drinking the you will get a burst of energy. I would say this advert is targeted towards 16-26 year olds. This drink would appeal towards people who are into gaming as they were gaming before. In this advert they use your stereotypical young adult to show that it doesn’t matter who you are you can by this drink. (https://www.youtube.com/watch?v=mjwUVZHBcoY)

Mountain Dew 2015 Advert (https://www.youtube.com/watch?v=mjwUVZHBcoY)

Style: Its laid back, it’s made to look like it’s a normal evening until the drink comes out.

Shots: The shots used in this advert are shots of the room, and close ups of the drinks and the characters, This is done to show off the product

Techniques: The new Mountain Dew advert was for the launch of their new drink “kickstart”. The advert showed 3 friends in a room together and they look really bored then they got the drink out, and everything came alive in the room. This was done to show that by drinking the you will get a burst of energy. I would say this advert is targeted towards 16-26 year olds. This drink would appeal towards people who are into gaming as they were gaming before. In this advert they use your stereotypical young adult to show that it doesn’t matter who you are you can by this drink. (https://www.youtube.com/watch?v=mjwUVZHBcoY)

Characteristics: The advert appeals to people who are interested in gaming. I would say that the advert is targeted to 16-24 year olds.