Why Red Bull Ignores Its Advertising Agency?
Probably we all know the Red Bull TV commercials, with the ever happy ending and wings. The campaign has been broadcasted for 23 years in 160 countries. For the new campaign Red Bull ignores its advertising agency, now all consumers in The Netherlands can think along.
And that’s about time. Because to me, Red Bull has been a core identity brand for many years. I loved their cool events and sponsorships. But the never ending boring series of TV commercials made me change my mind. I started to dislike the Red Bull brand due to their TV ads.
Per 1 March 2010 every Dutch consumer with a creative mind can send his script to Red Bull Decide The Story. User created scripts must fit the mandatory format, in which the animated “anchor” cartoon will stay the main character. The TV spot must be 15 seconds max.
The best rated scripts will be produced into a TV ad and will be aired on TV. The winning script writers will be involved in the production of the spot.
I do hope to see some fun scripts. And really hope to see a refreshed Red Bull brand. Because they will need a cosmic collission to find all the available GRP’s on this planet that will make me a Red Bull fan again. How do you like the current Red Bull TV commercials?
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At the moment, it’s not just redbull that is ‘using’ their consumers creativity to come with new ideas for ads.
My question is: Will this trend of asking users for new ideas be the standard in advertising? Going one step further this really makes sense: in this way users are already exposed to the brand even before the advertising campaign is ready. Looks good to me.
Hi Alexandre,
It might be a trend, not hype. The book: wisdom of crowds (james surowiecki) shows how smart and engaged consumers can be.
This platform (Zooppa) is about the wisdom of creative people: http://zooppa.com/
Maybe some of the famous advertising agencies will going to be disintermediated by initiaves like this?
Cheers
Igor
Red Bull is also using the creative network of Boomerang Create. Boomerang Create is a similar platform like Zooppa.
http://www.boomerang.nl/nieuws/prijzenpot-red-bull-verdubbeld/
@ Paul
So if this will become a trend, traditional ad agencies must have started to look for alternative business models than “creating expensive tv ads” only?
Maybe ad agencies need to seek for “money-making” products, if services do not pay their bills any longer?
Looks like the internet is a disruptive force again..
Cheers
Igor
@ Igor
Thank you for the book reference and for the community. I’ll indeed take a look at it.
If you never heard about it bootb(http://www.bootb.com/en/) is an online marketplace for creative services. And regarding how to engage consumers you should take a look in Edward Boches’s blog (http://edwardboches.com/), an expert in the field, responsible for example for brandbowl’10 so buzzed in the social media.
It’s always interesting to discuss ideas with people that share the same enthusiasm about the same subjects.