Franz & René: Red Bull campaign with Fanny Smith
After winning the pitch in late 2013, Franz & René created a campaign for Red Bull featuring Fanny Smith, the Vaud-based ski cross world champion.
Fanny Smith; her name is on everyone's lips. The exceptional young talent from Vaud on the international ski cross scene is taking Swiss sport to new heights this 2014/15 winter season. And since March, she has been featured on Red Bull cans (355 ml). The best opportunity for the brand to launch a major promotional campaign for this Swiss premiere.
The center of the campaign is the website: Highfive4fanny.ch. A digital user-generated platform (UGC) that allows fans of the young Vaudois and everyone else to deliver their personal message to Fanny Smith with a "high five" video made with their smartphone, webcam or any multimedia device.
The video producers can then share their videos and, with luck, win a week all inclusive in the home of the ski cross champion, in Villars-sur-Ollon, and meet Fanny in person. The goal: to generate a digital chain of "High Five" to accompany, congratulate and surprise Fanny Smith!
The activation of the campaign was mainly launched through the Red Bull cans and 6-packs in retail stores and through the brand's social networks. To be as close as possible to the target group and pick them up, Franz & René also designed a mobile video box that was set up on the ski slopes of Lenk, Villars-sur-Ollon and Davos during the end of the season. The life-size 6-pack allowed the boys to join in directly on the ski slopes and regristrate their videos at 2400 meters above sea level. These videos were then automatically posted on the Highfive4fanny.ch website.
The architecture and the process of the campaign are ready for development, further measures will be integrated shortly. The action runs until June 13, 2014 on Highfive4fanny.ch.
Responsible at Red Bull: Brand Marketing Team. Responsible at Franz & René: Valérie Pecalvel (Strategic Direction); Luciano Gerber (Client Service Direction); Vincent Eichenberger (Campaign Manager); Marco de Albuquerque (AD); Sven Jungo (Graphic Design & Screen Design). Development and programming of the website: Maxomedia, Bern. Production video box: Lettra Design, Bern. Web-Media Communication, Geneva Images: Franz & René.
