Red Bull set to launch new ‘World of Red Bull’ campaign during Men’s Finals in Australian Open
As perhaps Australia’s equivalent of the Super Bowl, Red Bull will this weekend launch its new ‘World of Red Bull’ campaign on Channel 7 during the Men’s Finals of the Australian Open; reaching an expected audience of approximately two million.
The 60 second TVC, to air during each match, features several top performing athletes including Australian surfer Julian Wilson (left), who all share their stories of how Red Bull has allowed them to realise their dreams through epic visuals the brand has become famous for 
creating.
The TVC also features Felix Baumgartner (left); who entered the history books in October last year following his successful jump from the edge of space as part of Red Bull Stratos. The TVC was launched in the US last month and has already attracted close to 1 million views on YouTube.
Aimed at reinforcing the brand’s infamous mantra of ‘Red Bull Gives You Wings’, the twelve month, 360 degree World of Red Bull campaign will also include locally produced content featuring Australian athletes Mick Fanning, Robbie Maddison, Russ Henshaw, Sally Fitzgibbons and Josh Sheehan.
The integrated campaign will see engaging executions across TV/Web TV, cinema, OOH, digital, social media and via PR, along with POS materials and on-pack promotion.
Red Bull’s intention with the campaign is to open its doors to the incredible world it’s created and encourage consumers to share their own personal ‘Gives You Wings’ moments. This component will be heavily driven by social media, paving the way for #GivesYouWings to become a top-of-mind hashtag when people share their own amazing content.
Says Andrew Waddel, marketing director, Red Bull: “‘Red Bull Gives You Wings’ is our unique brand proposition and this campaign is about reinforcing our positioning and creating a deeper connection between the consumer and Red Bull.
“By working with athletes that have achieved amazing feats, we aim to communicate the breadth and depth of the World of Red Bull and establish that Red Bull gives wings to people and ideas in a unique way. We want to share this content with consumers and inspire them to share their own stories.”