CASE STUDY: Using CSR to build Red Bull in Thailand

Background
Something of an institution in Thailand, energy drink brand Red Bull wanted to make use of its status to promote volunteer spirit among the country’s people.

Working alongside creative agency Siamentis, Red Bull began communicating with local communities in early 2008 to create a range of volunteer opportunities, under the brand Red Bull Spirit, to suit different personal interests and availability.

Aim
The programme aimed to contribute to a more peaceful, tolerant society, which would reflect well on Red Bull as a brand. The most recent TVC, which ran over the months of July and August this year, sought to create greater public awareness of the CSR programme and further espouse the value of volunteering in creating a closer society.

Execution
In March 2008, the programme began accepting volunteer applications to work in charitable and community projects all over Thailand. The projects were clustered around a number of key themes, such as conservation, caring for mentally challenged children and food security.

The first TVC went on-air in July, presenting different types of volunteer opportunities being offered, and posed the audience a question: ‘How much time do you have?’

By June 2009, more than 5,000 volunteers had applied to participate in the initiative.

The 2009 follow-up TVC showed the experiences of those working with local communities on projects such as growing and preserving the local varieties of plants and vegetables, enhancing sustainable living and planting mangrove forests to preserve the coastlines.

The commercial documented the locations in the North, Northeast, and South of Thailand, where the activities took place. Rather than using actors, it featured actual community members.

In particular, a post-campaign study shoed that many viewers identified strongly with the scene in front of a local mosque where a local Muslim woman teaches a young volunteer the traditional Islamic greeting.

Results
With a modest budget, the TVC was on air for about six weeks between July and August 2009. During that time, the Red Bull Spirit CSR programme became one of the most recognised campaigns on television.

Traffic to the Red Bull Spirit website shot up five-fold and attracted applications from college and university students nationwide to apply for grants to support their volunteer projects.

The TV campaign helped reaffirm the position of Red Bull Spirit as the leading CSR brand in Thailand.

Compensation to the communities for the TVC shooting went to the respective village funds for community development. The TVC also created a general awareness of local environmental issues on a national level.

Credits
Project: Red Bull Sprit 2009 TVC "Our Hope"
Client: The Red Bull Beverage Co., Ltd.
Product: Red Bull Spirit CSR Program
Creative agency: Siamentis Ltd., Bangkok
People: Sukajit Srisukon, creative director and Chet Chetsandtikhun, campaign strategist
Duration: July - August 2009
Exposure: TVC, online and on-ground