The challenge was to take a fairly conventional medium like email and have it accurately convey and embody the World of Red Bull. To do this accurately we needed to break all convention when it came to email design and development.
The Red Bull brand is all about pushing boundaries. The product itself was such a first that it created its own category.
Red Bull projects a lifestyle for leaders; those taking that risk, searching for that little bit more, squeezing every inch of fun and excitement out of life.
The look and feel of the email newsletter reflected this. It was designed to be instantly different to all other email communication the customer receives. It had to stop them in their tracks and then encourage them to explore, mimicking the brand experience with Red Bull.
To read the expansive email you have to scroll across, down and back across, hence the “this way” and “over here” instructions. It’s specifically been built too big for the average email browser, so that the users engage with the email in a very unconventional way.
The newsletter emails highlight upcoming World of Red Bull events, recap some past events, profile sponsored personalities that make up the World of Red Bull, and generally cover any extreme or cool happenings within the World of Red Bull.
The expansive design newsletters receive the best open rates. The majority of people who opened our Red Bull newsletter spent significantly more time on it and clicked through to an article, beating industry averages. This, in an age of email, is ideal when we are trying to disrupt and communicate to a busy audience with a healthy cynicism for marketing messaging.
To learn more about email marketing, contact us today on 1300 725 628.