Sportz Village Xp

Client Brief

Red Bull is the Austria-based manufacturer of the world's best selling energy
drink that has been an enormous hit with the target youth segment.
Brand has managed to maintain its hip, premium, cool image, with virtually no
mass-market advertising.

Reinforce Red Bull’s Positioning as a Sports Enabler Brand by empowering young badminton women players year-on-year:
Red Bull associates itself with elite sports, adventure, and lifestyle as an avenue to connect with youth and leads marketing using sports events and resultant first-hand brand content. Red Bull India wanted to grasp the growing mass appeal of badminton while leveraging the influence of brand ambassador and top badminton doubles player Ashwini Ponnappa. They wanted to create a unique badminton program to promote women's sports talent in India and give them opportunities to scale their game.

Idea

We ideated and executed the first badminton tournament for the Red Bull brand across the world, specialized in women’s doubles for the 16 yrs+ age category in the year 2018, and then scaled it further in 2019 and 2021. With Ashwini Ponnappa as the face of the program, the all-India winning team gets an opportunity to play against her. The event also involves various fun activities and sampling at strategic intervals and locations for brand engagement.

Execution

For the year 2021, the program was executed following all Covid
safety protocols and necessary measures.

Target Group: Girls above 16 years
Target Cities: Mumbai, Delhi, Hyderabad, Bangalore, Guwahati, and Chandigarh

Methodology

Registration: Drive in academies and colleges
City rounds: Women’s doubles tournament conducted across cities along with brand engagement activities like ‘Bull’s Eye’ & ‘Around the world’
National Finals: One winning team from each city plays the finals, followed by an exhibition match between the winners and brand ambassador Ashwini Ponnappa.

Result

Red Bull gets registered as a brand that believes in girl empowerment by providing sports opportunities

Engaged 500+ young girls every year in a highly competitive badminton program
Red Bull enables and recognizes elite sports talent in the country
Authentic brand engagement opportunities created through product sampling and branded merchandise

Activation & Experiential

Bengaluru

Services

Clients

Category Experience

Employees

1-10 Employees

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