Académique Documents
Professionnel Documents
Culture Documents
2014
This�is�to�provide�guidance�for�planning,�buying�and�scheduling�to�the�local
media�agency�and�set�the�advertising�strategy�for�a�business�year.�Share�this
with�the�creative�agency�as�well�and�ensure�the�media�agency�and�the�local�creative�agency
work�hand�in�hand.
Please�see�also�the�separate�MEDIA�GUIDELINE�-�WEBTV�MEDIA�GUIDELINE�-�CINEMA
MEDIA�GUIDELINE�-�RADIO�MEDIA�GUIDELINE�-�OOH�MEDIA�GUIDELINE�-�PRINT,
depending�on�the�relevancy�of�each�medium�in�your�country.
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RED BULL MEDIA STRATEGY AND BRIEFING GUIDE 2014
Brand�Building�Event�advertising�RED�BULL�FLUGTAG��and�RED�BULL�SOAPBOX�RACE�help�to�build
the�self-ironic�side�of�the�brand�image.
Event�Flanker�Campaign�in�host�countries�(World�Series�and�local�events)�should�be�an�exception�on
national�TV�(e.g.�for�selling�a�large�#�of�tickets�for�a�new-to-the�country�event).
Product�Initiative�Campaigns�for�RED�BULL�EDITIONS�or�RED�BULL�ZERO�have�the�goal�of�achieving
50%�aided�awareness�over�the�2�years�after�launch.
EVERGREEN��product�communication�will�happen�continuously�over�the�year,�will�however�not�create�a
coverage�big�enough�to�be�counted�as�"national".
TARGET - "Aspirational age" extended to the 30s is the creative target within the
attitudinal target
1. Brand�attitudinal�target:�Everyone�who�wants�to�perform�physically�and/or�mentally�and�with�a�zest�for
life.
2. The�creative�target:�consists�of�the�18-34�year�olds�in�the�brand�s�attitudinal�target.�and�has�a�special
focus�on�university�age�(the�aspirational�age�of�20-21�in�particular)
3. Media�target�group:�Ideally�same�as�the�creative�target�18-34.
Maximize�performance�against�the�creative�target�and�ensure�we�reach�the
attitudinal�target�well.�Please�also�share�deliveries�for�the�different�age�breaks�15-19,�20-29,
30-39�and�40-49�separately,�as�media�consumption�is�very�different�in�those�age�breaks.
Make�sure�to�reach�the�defined�optimum�level�both�for�the�male�and�the�total�target.
Since�the�male�target�is�often�more�difficult�to�reach�than�the�total�target�audience�and�Red�Bull
users,�trialists�and�competitive�users�have�a�strong�male�skew,�make�sure�to�have�the�media�pressure
corresponding�to�their�clutter�.�Those�markets�that�have�a�too�strong�male�skew�in�the�user�base
(>60%�males),�ensure�sufficient�deliveries�on�females�according�to�the�clutter.
You�can�choose�a�different�media�buying�target,�but�only�if�the�target�deliveries�amongst�media
target�are�achieved�in�a�more�cost�effective�way.�The�deliveries�are�to�be�measured�and
reported�against�the�creative�and�male�target�(or�the�closest�possible�to�it�that�is�measured
in�your�country)�and�not�against�the�buying�target!
The�media�agency�needs�to�analyze�the�target�audience�(interests,�media�usage,�and�everything
that�is�relevant�for�planning)�to�find�the�highest�affinity�media�/�scheduling�&�programs�for�Red�Bull.
For�Zero,�please�note�that�the�core�target�group�is�specified�as�males�25-39.
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RED BULL MEDIA STRATEGY AND BRIEFING GUIDE 2014
Digital�media�(web,�mobile,�gaming,�digital�print�and�outdoor)�consumption�amongst�our�target�continues
to�grow,�so�it�is�critical�to�understand�how�we�can�reach�the�target�effectively�(media�and�creative�formats).
Whenever�possible�start�on�integrated�TV+webTV�planning,�as�this�helps�getting�additional�reach
while�avoiding�the�high�cost�"last�points�on�the�TV�reach�curve".
MEDIA MIX SELECTION - Different for each campaign, avoid unnecessary overlaps
Use�a�varied�media�mix�to�get�the�continuity�throughout�the�year�(minimize�overlaps
between�different�media�for�CARTOON�CAMPAIGNS�)�-�ideally�be�on�air�in�cinema�/�TV�(+�web�TV)�/
radio�over�38-40�weeks�per�year.
Minimum�TV�presence�of�10-12�weeks�Cartoon�Campaign,�and�4-6�weeks�WoRB�(only�in�case�it�is�a
strategic�choice�for�a�country�to�run�WoRB�at�all).
Each�campaign�has�a�recommended�media�mix�and�the�media�agency�should�think�creatively�of�using
the�strongest�locally�relevant�media�mix�(not�automatically�"all�on�the�list")�which�optimizes�impact�while
minimizing�waste�(in�contacts�and�budget).
CARTOON�CAMPAIGNS�/�RED�BULL�FLUGTAG�CAMPAIGN�/�RED�BULL�SOAPBOX�RACE�CAMPAIGN�/
WORLD�OF�RED�BULL�2014�CAMPAIGN�cinema,�TV,�(web)�radio,�web�TV�(if�relevant)�as�the�campaign
format�requires�a�dynamic�medium,�web�display�or�rich�media�ok�for�all�campaigns�except�Cartoon.�No
"classic"�print�or�OOH.
Event�Flanker�Campaign:�(local)�TV,�(local)�cinema,�radio,�print,�OOH,�digital�media.�Please�find�the
respective�recommended�mix�for�the�different�events�in�the�respective�campaign�paper�on�the�CAMPAIGNS�-
ADVERTISING�platform.
Product�initiatives�support:�OOH�and�digital�media�depending�on�your�individual�launch�phase�in�the
country�PRODUCT�&�PACKAGING�INITIATIVES
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RED BULL MEDIA STRATEGY AND BRIEFING GUIDE 2014
For�WebTV�we�aim�at�a�max�2�frequency�per�copy�for�the�Cartoon�Campaign�and�max�3�for�Brand
Building�Events,�WoRB�and�Event�Flanker�per�flight.
For�details�of�planning�per�medium�see�the�respective�Media�Guidelines�within�the�MEDIA�-�ADVERTISING
space.
GEOGRAPHIC SPENDING
Usually,�media�is�national�in�line�with�target�group�distribution.�Regional�only�in�the�case�of�events�or
regional�business�issues.�Countries�with�regional�buy�should�consider�a�bottom�up�build�of�their�plan�to
ensure�the�right�deliveries�in�each�region.�A�"top�down�approach"�is�also�possible,�balancing�out�regional
underdeliveries�of�the�national�plan�on�a�spot�basis.
SCHEDULING
Always�rotate�3�Cartoon�Campaign�copies�on�TV�during�12�months�then�change�over�to
3�new�copies.�Ideally�pick�one�of�these�new�copies�and�air�it�upfront�in�cinema�/�web�TV.�Depending
on�how�much�you�are�present�in�cinema�you�can�use�up�to�all�3�TV�copies�you�air�during�the�year.�See
CARTOON�CAMPAIGNS
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RED BULL MEDIA STRATEGY AND BRIEFING GUIDE 2014
In�case�radio�is�a�crucial�medium�in�your�market,�use�the�radio�versions�of�the�TV�copies�once�they�are
established�in�TV�(after�1-2�TV�flights).�This�is�the�recommended�approach.�Only�if�no�radio�versions�of�your
TV�copies�are�available�use�stand-alone�radio�copies�CARTOON�CAMPAIGNS�Think�differently�about�radio
listened�to�on�the�web�as�this�can�be�only�a�click�away�from�the�images.
WoRB�will�have�one�new�campaign�per�year�to�be�aired�in�one�(stronger)�TV�flight.�The�additional�stand-
alone�copies�available�are�meant�mostly�for�webTV�to�deepen�the�WoRB�story�with�locally�relevant�aspects.
See�WORLD�OF�RED�BULL�2014�CAMPAIGN
Think�of�any�new�campaign�(or�best�new�cartoon�copy)�as�a�movie�release�and�create
something�special�for�the�first�airings�e.g.�strong�affinity�cinema�or�web�TV,�top�destination/
Magic�Moment�program�on�TV�so�that�we�create�some�talk�about�it�amongst�the�highly�affine�target�and
advertising�/�media�communities.�If�longer�copies�(e.g.�60�WORB)�are�available,�use�it�for�these�Magic
Moments�.
Spend�2/3�of�budget�in�1st�half�year�(=�front-spend)�and�avoid�high�clutter�periods.
Follow�media�consumption�of�the�target,�e.g.�no�TV�during�big�(summer)�school�vacation,�go�for�radio�or
cinema.�We�believe�our�(attitudinal)�target�to�be�out�and�moving�in�those�periods,�although�many�markets
still�show�good�ratings�in�the�overall�buying�audience.
COPY FORMAT
For�Cartoon�Campaign�in�TV�we�have�mainly�30�copies�and�some�(cut-downs�of�30�to)�20�CARTOON
CAMPAIGNS
Also�the�Brand�Building�Events,�WORB�and�the�Event�Flanker�advertising�TV�copies�are�mainly�in�30�.
The�15�and�20�should�be�used�only�once�the�event�&�event�advertising�are�established�and�only�to�build
frequency�during�a�flight�for�selling�the�tickets.�In�some�cases�we�have�longer�length�versions�for�cinema�or
Magic�Moments�.�For�all�other�media�beside�TV,�cinema,�web�TV�see�the�respective�event�campaigns
For�web�TV,�we�only�consider�pre-roll�formats�aired�before�premium�produced�content�(ideally�5�minutes�or
longer).�Consider�target�affine�video�platforms�which�allow�airing�30"�copies�first.�Do�not�consider�in-banner
video�formats.�For�details�please�refer�to�the�MEDIA�GUIDELINE�-�WEBTV�or�contact�the�International�Brand
Marketing�Team.
Use�3D�cinema�spots�when�the�right�film�is�available�in�3D:�some�of�our�Cartoon�Campaign�spots�are
available�in�3D.�WoRB�spots�are�not�available�in�3D.
test
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RED BULL MEDIA STRATEGY AND BRIEFING GUIDE 2014
a)�Deliver�male�18-34�2+�reach�and�OTS�objectives,�then�check�what�this
planning�achieves�in�2+�reach�and�OTS�in�the�overall�target�(male�and
female)�and�"top�it�up"�with�female�ratings�in�case�of�need.
The�profile�of�the�Red�Bull�users�skews�towards�males�and�the�target�gender�split�is�60/40�for
males/females�respectively.
Females�watch�much�more�TV�and�thus�the�challenge�is�much�higher�to�reach�our�male�target.
b)�Maximise�cost�efficiency�Book�breaks�according�to�ratings�achieved�in�the�core�and
the�male�target�(18-34)�and�evaluate�related�costs�only�on�this�target�irrelevant�of�ratings
actually�achieved�in�older�or�female�only�targets.
2.�AIM�FOR�HIGH�QUALITY�FOR�TV�PLANNING/BUYING
a)�Choose�high�consumer�involvement�programs�&�daytime�for�higher
effective�reach�amongst�target.
Higher�involvement�programs�positively�impact�ad�recall.�A�German�study�on�attention�drivers
(length�of�tuning�and�affinity)�in�our�target�shows�a�very�distinctive�positive�skew�towards�action
films�and�a�negative�towards�reality�shows.�Higher�attention�means�positive�impact�on�advertising
aired�in�this�context.
Prime�Time�has�not�only�high�reach�but�also�high�attention�&�positive�moods,�leading�to�positive
impact�of�TV�advertising.�In�UK�and�DE�the�highest�TV�attention�and�positive�mood�(claimed
balanced,�relaxed,�cheerful�in�contrast�to�bored,�melancholic,�tired�)�in�our�target�is�in�Prime�Time
during�the�week�and�afternoon�+�Prime�Time�during�weekend.
Plan�your�campaigns�around�Magic�Moments�.�Ask�the�agency�for�the�list�of�top�live�rated�ad
breaks�during�programs�within�our�target�for�the�envisaged�period�to�create�more�buzz�than�usual
around�the�airing�of�the�new�copy.�Potentially�adapt�the�campaign�launch�to�the�availability�of
Magic�Moments�and�book�them�even�if�they�are�not�part�of�your�strategic�channel�mix�and/or�are
more�expensive�than�usual.�RESEARCH�ON�MAGIC�MOMENTS
In�most�countries�it�is�not�possible�to�read�any�media�data�on�our�attitudinal�target�and�in�the
few�countries�where�it�would�be�possible,�it�proves�to�be�inefficient..�What�works�though�is
to�use�the�local�knowledge�and�expertise�of�the�Media�Agency�to�make�sure�we�reach�the
attitudinal�target�in�the�most�effective�way�(media,�programs,�timing,�special�periods,�day
part).
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RED BULL MEDIA STRATEGY AND BRIEFING GUIDE 2014
b)�Day�part�mix�reflecting�the�target�group�behavior�and�the�Red�Bull
strategy.
Again�this�is�country�specific�and�sometimes�completely�driven�by�the�reach�and�OTS�targets�we
have.
The�choice�should�be�monitored�by�the�Agency�and�questioned�when�there�are�strange�patterns.
For�example,�overnight�(usually�after�1am)�may�reach�a�very�active�and�dynamic�group�of�people
if�we�choose�the�right�programs.�Or,�if�we�pick�cheap�trashy�shows,�it�may�also�only�end�up�with
couch�potatoes�aged�18-34�hanging�in�front�of�the�TV�day�and�night.�Furthermore,�pay�attention
to�the�#�of�viewers�during�the�night,�risk�is�high�to�always�reach�the�same�people�(low�reach,�high
frequency).
Early�afternoon�only�makes�sense�when�targeted�to�students,�otherwise�again�you�might�reach
"some"�people�but�not�the�right�attitudinal�target.
3.�CHECK�VALUE/MONEY�FOR�PREMIUM�POSITIONS�(FIRST/LAST�POSITION�IN�THE
BREAK�OR�FIRST/LAST�BREAK�IN�THE�PROGRAM)
In�most�countries,�special�placements�within�the�break�(e.g.�first/last�in�advertising�break)�are�proven�to
generate�additional�ratings.�However,�this�is�not�always�the�case,�because�of�channel�self-promo,�NGO
promo,�others�that�are�not�sold,�thus�not�considered�as�commercials,�or�people�arrive�too�late�after�the�break
and�miss�last�positions.
High�involvement�programs�and�shorter�commercial�breaks�positively�influence�the�impact�of�premium
positions.
In�some�countries�the�special�placements�are�either�extremely�expensive�(e.g.�in�Mexico�the�upcharge�is
25%-39%�which�is�not�justified�by�a�rating�increase�of�+25%,�since�there�is�anyway�a�minimum�natural
delivery�of�premium�positioning),�given�to�the�sponsor(s)�of�the�respective�program�or�not�specifically
bookable�(e.g.�fair�share�guaranteed�anyway).
a)�First�see�what�you�can�get�naturally�or�through�good�negotiation�(this�is�one
part�of�the�value�add�a�good�Agency�can�bring)�and�only�after�this�see�how�much
an�investment�may�generate�on�top.�The�same�logic�applies�for�break�position�in�the
program:�first�see�what�you�get�naturally�and�through�negotiation�and�then�determine�whether
a�position�in�the�first/last�breaks�in�a�program�is�worth�the�investment�it�would�take.�Again,
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RED BULL MEDIA STRATEGY AND BRIEFING GUIDE 2014
there�are�no�international�rules,�consumer�behavior�is�very�country-specific�in�this�respect.
Track�this�value�add�in�your�postbuy�report.
b)�Find�the�best�"value�for�money"�ratio�for�your�country�for�premium
position:
Do�the�first/last�in�the�break�positions�add�value�to�the�ad�airing�in�my�country�either�because�more
people�watch�them �(rating)�or�they�have�a�bigger�impact�(attention�and�consequently�recall)?
Are�the�premium�positions�real�first/last�or�actually�middle�positions�(check�if�the�first/last�positions
in�break�come �after/before�trailers,�self-promo,�others�not�counted�as�commercials)?
What�is�the�cost�of�these�premium�positions?
What�is�the�fair�share�or�natural�delivery�of�premium�positions�that�we�can�obtain�without�paying
for?
c)�Pay�for�premium�positions�only�up�to�the�value�add�they�generate�on�top�of
fair�share�or�natural�delivery�(no�payment,�based�on�negotiation).
4.�COPY�WEAR-OUT
A�commercial�will�lose�its�effect�over�the�time�of�its�airing�in�a�gradual�process,�there�exists�not
one�single�cut-off�point.�As�wear-out�threshold�we�use�the�cumulative�OTS�of�each�of�the�single
copies�over�the�12�months.�Benchmark�is�a�cumulative�OTS�between�4�to�7�OTS�for�the�year
for�each�single�copy.�Your�cumulative�OTS�for�Cartoon�Campaign�copy�should�not�be�higher
than�21�for�the�3�copies�with�even�rotation.�Another�rule�of�thumb�is�the�threshold�of�1.000
GRPs�per�copy.
Red�Bull�plans�in�TV�on�effective�2+�reach�and�OTS�and�not�on�GRPs.�Although
GRPs�are�the�buying�units�in�most�countries,�they�need�to�be�the�output�of�the�optimizing�on
effective�2+�reach�and�OTS,�because�for�example,�if�you�buy�150�GRPs,�you�can�get�a�reach
8
RED BULL MEDIA STRATEGY AND BRIEFING GUIDE 2014
of�50%�and�3�OTS�(which�reflects�the�Red�Bull�strategy�quite�well)�or�you�reach�30%�of�your
target�5�times�(too�high�frequency!).
1.�Aim�for�continuity�over�the�year�at�maintenance�level,
Minimum�effective�2+�reach�in�order�to�reach�a�critical�mass�of�people,�the�number�is�based�on�the�total
advertising�clutter �in�your�market�and�is�provided�by�HQ.�It�is�ok�to�achieve�more�effective�2+�reach,�but
only�if�it�does�not�cost�a�lot�more.
The�recommended�effective�OTS�per�flight�is�a�maximum�OTS:�The�characteristics�of�the�brand�and�of�the
Cartoon�Campaign�(fresh,�entertaining�and�surprising)�are�undermined�if�the�same�consumers�see�the�same/
similar�spots�too�often�in�a�short�interval�of�time�(pls.�also�refer�to�double�spotting).�This�is�why�there�is�an
OTS�threshold,�it�is�proven�effective�in �getting�heard�but�prevents�the�brand�from�losing�any�of�our�campaign
charm.
2.�Most�efficient�flight�weight�and�length�in�order�to�maximize�continuity,
based�on�the�recommendation�of�the�local�media�agency.
Agency�to�recommend�the�most�efficient�GRP�level�that�delivers�for�one�TV�flight�the
minimum�2+�reach�with�the�OTS�as�constraint.�Usually�the�best�flight�length�is�based
either�i)�on�the�reach�build�up�curve�and�the�curve�of�diminishing�returns�(see�graph
below�left)�with�diminishing�return�no�more�than�20%�or�ii)�on�the�reach�curves�of�1+,
2+�and�3+�reach.�Where�the�3+�reach�crosses�with�the�2+�reach�(see�graph�below
right)�any�additional�rating�contributes�more�to�frequency�(i.e.�3+)�than�we�want,�so�it
becomes�not�efficient.
Most�common�is�a�flight�of�2-4�weeks.
If�you�can�get�higher�reach�with�the�same�resources�-�fine.�If�in�order�to�reduce�reach�you�need�to
compromise�on�the�quality�of�the�media�(late�night)�it�is�not�worth�it.
If�you�need�to�make�a�trade-off�between�maximizing�OTS�and�reach,�then�OTS�corridor�is�the�fixed
indicator�(both�min.�and�max.)�and�effective�reach�can�be�higher�than�recommended.�If�you�cannot
9
RED BULL MEDIA STRATEGY AND BRIEFING GUIDE 2014
achieve�the�recommended�reach�while�respecting�the�OTS�corridor,�please�contact�the�International
Brand�Marketing�Team.
Start�thinking�"integrated�planning"�(and �buying)�of�TV�and�webTV:�on�the�graph�below�you�see�that�by
adding�webTV�we�can�avoid�the�"expensive�last�reach�points"�on�the�TV�reach�curve�by�adding�webTV
reach.�A�data�fusion�with�the�best�estimate�of�reach�by�your�agency�is�the�best�first�step�in�the�right�direction
in�case�there�is�no�cross�platform�rating�reading�available�(in�testing�phase�in�some�countries).
3.�Replicate�this�effective�and�most�efficient�TV�flighting�pattern�throughout
the�year.�The�agency�has�to�recommend�also�the�best�flighting�pattern�to�maximize
continuity�considering�as�well�the�ideal�off-air�periods�and�the�budget�constraints.�When
modelling�the�awareness�curve�for�the�year,�use�a�decay�factor�of�10%�for�Red�Bull�Cartoon
Campaign�(unless�you�have�local�specific�information):�consumers�need�regular�reminders
of�your�message,�otherwise�they�forget�what�you�tell�them.�The�rate�at�which�they�forget�the
past�communication�is�called�decay�rate.�It�represents�the�%-loss�over�one�week�of�the�already
achieved�awareness.
4.�Having�minimum�working�level�(OTS/�2+�reach)�in�TV�instead�of�having
OTS-strong�flights�drives�continuity�(across�all�media).�The�HQ�recommended
media�level�is�sufficient�for�your�clutter,�provided�you�achieve�to�also�deliver�continuity.
Rather�than�trying�fighting�competition�with�OTS�strong�TV�flights,�use�the�money�of�OTS
reduction�for�continuity�&�media�mix�to�counter�competitive�pressure.�SOV�and�competitive
burst�strategy�are�not�relevant�since�the�overall�marketing�mix�is�different.�Consumers�don't
think�in�categories�when�exposed�to�advertising�so�TV�clutter�is�a�higher�influencer�than�share
of�voice.
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RED BULL MEDIA STRATEGY AND BRIEFING GUIDE 2014
5.�If�budget�is�too�low�to�cover�the�whole�year�well�(10-12�TV�weeks)�than
we�strongly�recommend�upfront�spending�for�an�ideal�coverage�of�the�first�half�of
the�year.�This�way�you�give�a�kick-start�to�your�business�and�lay�a�good�brand�awareness
foundation.�In�case�business�performs�ahead�of�plans�you�can�choose�to�reinvest�in�further
media�in�the�2�half�of�the�year.
6.�Avoid�double�spotting�and�unit�dispersion
Target�is�zero�double�spotting�(ads�within�the�same�program�on�one�day�in�one�channel)�and
zero�unit�dispersion�(ads�within�60�minutes�in�one�day�in�one�channel).
This�is�specific�to�our�Cartoon�Campaign�ads:�They�have�high�impact�by�being�entertaining�and�surprising
but�this�works�only�when�they�are�fresh�and�they�are�definitely�not�fresh�when�seen�twice�within�one�hour,
even�worse�in�one�program.
Same�rule�of�zero�double�spotting�applies�for�Flanker�Advertising�where�we�aim�at�rounding�off�the�Red�Bull
brand�image�(i.e.,�again�be�fresh�and�surprising)�and�at�maximizing�net�reach�in�a�short�period�of�time.
In�highly�cluttered�markets�that�are�also�very�fragmented�(like�US)�or�where�channel�/�program�choice�is�very
limited,�we�need�to�have�more�spots�per�day�in�order�to�generate�our�target�reach.�In�these�countries�it�is
important�not�to�schedule�several�spots�within�the�same�program�and�the�same�program�types,�and�within�the
same�hour�on�one�channel,�unless�consumer�data�show�a�different�watching�behavior.�Channels�try�to�keep
their�target�audience�captive�so�they�schedule�consecutive�programs�appealing�to�the�same�audience.�There
are�high�chances�that�consumers�will�watch�consecutive�programs�of�the�same�channel�and�thus�see�us�twice.
No�issue�in�the�countries�where�we�reach�our�targets�with�+/-�1�spot�per�day�or�about�1�spot
per�channel�per�day.
WoRB
11
RED BULL MEDIA STRATEGY AND BRIEFING GUIDE 2014
First�TV�flight�Making�a�statement�:
This�first�flight�should�include�the�airing�of�the�60�copy�in�Magic�Moments,�so�plan�the�timing�of�the�flight
according�to�the�availability�of�the�locally�relevant�Magic�Moments.�As�in�the�past,�the�GRP�weight�of�the�60
should�be�equal�to�10%�-�15%�of�the�total�GRPs�planned�for�the�two�WoRB�flights�in�total.
Start�the�planning�of�the�flight�by�taking�the�heavy�up�weights�of�the�HQ�recommendation�for�flanker�for�your
country�in�the�CLUTTER�UPDATE�2014�(calculated�on�a�basis�of�a�3�weeks�flight),�and�look�at�the�GRPs�you
would�plan�in�such�a�flight�for�each�single�week.
Take�those�weekly�weights�and�plan�each�of�the�first�two�weeks�of�your�first�WoRB�TV�flight
at�this�respective�weekly�GRP�pressure�(i.e.�the�first�two�weeks�are�at�weekly�heavy-up�level
to�make�a�statement).
Add�one�more�week�going�=�non�heavy�up�weights�,�i.e.�with�the�weekly�GRP�pressure�you
plan�when�airing�Cartoon�to�round�up�the�first�WoRB �flight�to�three�weeks�on�air�in�total.
This�will�result�in�a�total�2+�reach�and�frequency�of�your�first�TV�flight�slightly�below�the
recommended�heavy-up�Flanker�weight�,�but�you�will�have�a�second�flight�to�establish�the
campaign�further.
Second�TV�flight�Build�WoRB�continuity�of�message�:�after�a�short�period�off�air�following�the
airing�of�the�first�WoRB�flight,�plan�one�more�WoRB�flight,�but�at�going�=�Cartoon�weights.�The�flight�pattern
does�not�need�to�be�the�same�as�you�have�for�Cartoon�(e.g.�3�weeks�in�),�but�needs�to�fulfill�in�total�the�2+
reach�and�OTS�requirements�of�the�HQ�recommendation�for�Cartoon.�The�flighting�pattern�should�be�based
on�the�agency�s�recommendation�on�how�to�maximize�continuity�and�can�therefore�potentially�also�include�a
one�week�in-one�week�out�pattern.�Please�ask�the�agency�to�simulate�the�best�flighting�pattern�and�share�the
rationale�of�your�final�recommendation�with�HQ�together�with�the�submission�of�the�plan�(as�attachment�in
RAMP).
The�whole�campaign�(i.e.�first�+�second�flight�+�off�air�periods)�needs�to�be�limited�to�a�maximum�of�11
weeks
Objective�is�to�maximise�2+�effective�reach,�but�do�not�increase�double�spotting.�Even�though�we�want�to
create�awareness�in�a�limited�period�of�time�we�do�not�want�to�confront�the�same�viewer�with�the�same
message�within�the�same�day�and�within�60�minutes.
BRAND�BUILDING�EVENT�AND�EVENT�FLANKER�(IF�IT�APPLIES�FOR�NATIONAL
TV)�SUPPORT
As�this�is�a�once�off�support,�we�are�not�planning�with�the�continuity�and�maintenance�weights
of�Cartoon�Campaign.�Still,�the�overall�principles�of�TV�planning�outlined�above�apply�all�the
same.
12
RED BULL MEDIA STRATEGY AND BRIEFING GUIDE 2014
Use�the�"Flanker"�heavy-up�weights�uptlined�for�your�country�in�the �CLUTTER�UPDATE�2014
Based�on�these�weights�start�building�an�optimum�flight.�Look�at�an�alternative�flight�length,�as�it�might�help
you�achieving�your�targets�more�quickly�and�efficiently.
Watch�out�carefully�to�still�respect�the�guidelines�on�double�spotting.
For�ticketed�events,�please�watch�out�for�the�two�phases�(overall�awareness�and�ticket�selling)�that�are
different�to�non-�ticketed�events�(overall�awareness�and�people�simply�attending�the�event).�Please�see�the
overall�Advertising�CAMPAIGNS
13