| Title | RED BULL SOUNDCLASH PARTY BUS |
| Brand | RED BULL TAIWAN |
| Product / Service | RED BULL ENERGY DRINK |
| Category | C02. Live Shows / Concerts / Festivals |
| Entrant | INSPIRE ADVERTISING Taipei City, CHINESE TAIPEI |
| Idea Creation | INSPIRE ADVERTISING Taipei City, CHINESE TAIPEI |
| Production | INSPIRE ADVERTISING Taipei City, CHINESE TAIPEI |
| Name | Company | Position |
|---|---|---|
| Ben Chou | Inspire Activation | Group Creative Director |
| Houcheng Lu | Inspire Activation | Associate Creative Director |
| Kylie Wang | Inspire Activation | Senior Copy Writer |
| Akira Chen | Inspire Activation | Art Director |
| Vivien Chang | Inspire Activation | General Manager |
| Aaron Chen | Inspire Activation | Deputy General Manager |
| Jamie Liu | Inspire Activation | Account Director |
| Mars Wang | Inspire Activation | Senior Account Executive |
RED BULL SOUNDCLASH PARTY BUS We built 2 soundclash party buses and co-op with UBER APP. Once people call the bus on Uber App, the party bus would come to pick them up. On the bus, people could sing together with SOUNDCLASH artists, at the same time, they could battle with each other via the on-line live broadcast.
• Implementation We built 2 soundclash party buses, co-op with UBER APP. • Timeline 2016.9.10~9.16 • Placement Taipei East Distrct and Xinyi District • Scale 2 party buses with virus video and on -line battle website.
• • Business impact – sales, donations, site trafficSOUNDCLASH tickets sold out within one week and sold over 7.2 hundred thousand cans. • Response rate 10,478 people called the party bus on Uber APP. • Impressions Videos and posts created the buzz and were shared over 30 million times, and reported by news and media. • Change in behavior We successfully spread out happy singing momentum during campaign promotion period, arousing attention to attract participation in the Main Event. Consumers willing to experience more possibilities in music performance with Red Bull. Via the activation, young people were well recognized that RED BULL is on the trend with them and is an innovative brand who’s willingly to try anything interesting.
We developed the creative idea and built the mobile device based on the habits and preferences we found from Taiwan consumers. Moreover, we combined digital and technology application to make people join the activity on their own initiative through the simple interaction.
• • Target audience (consumer demographic/individuals/organisations) RED BULL SOUNDCLASH targets to college students and young office workers. • Approach We found the major leisure activity among the young people is karaoke. They always do karaoke after school or work with friends.