Company: Exhibit Partners (dba Storylink Creative)
Company Description: Founded in 2004 and celebrating its 20th anniversary this year, Exhibit Partners (now known as Storylink Creative) is a full-service brand engagement agency specializing in trade show exhibits, corporate events, digital activations, interactive experiences, corporate and retail interiors, and so much more. The company uses data-based insights and strategic alignment to connect brands with people.
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Energy/Nutrition Products & Services
 Nomination Title: Red Bull - NACS 2023
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
A video of up to five (5) minutes
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
Please see the attached PDFs for videos, photos, and information from the campaign. In the event the PDF did not upload properly, you can view it here: https://www.canva.com/design/DAGAwXRMB8g/khngmpNycEPsArGagsDMUw/view?utm_content=DAGAwXRMB8g&
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
National Association of Convenience Stores (NACS), October 3-6, 2023
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 155 words used.
Red Bull has attended the National Association of Convenience Stores show for years, typically launching its new Winter Edition flavor at the event. This year, they wanted the campaign to a) its 2023 Winter Edition flavor, Pear Cinnamon, b) create multiple sampling opportunities to maximize in-booth trials of unique Red Bull offerings, c) draw a crowd to the booth to engage with staff, brand activations, and product displays, d) draw attention to the brand’s Wings for Life Foundation, and e) provide tangible (for the first time) to demonstrate the value of their participation in the event. In other words, they wanted us to accomplish more in 2023, despite the fact their CapEx spend was down two-thirds compared to its height in 2018. Specifically, we hoped to attract at least 25 percent of the show’s total attendance, serve at least 5,000 samples throughout the event, and exceed an average in-booth dwell time of 3 minutes.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 196 words used.
Planning began six months before NACS 2023. To keep costs down, we reskinned and repurposed a number of their owned assets, including wall systems, bar counters, and flatscreen monitors. We reconfigured those elements into a design that we hoped would accomplish (and exceed) Red Bull’s objectives. We also wanted to highlight the brand’s sponsorship of F1, capitalizing on the rapidly growing popularity of the sport in the United States. But the booth needed to serve a diverse audience, including F1 fans and those who’ve never seen a race. It also needed to be a place where business could be done and partnerships could be discussed. To add other draws in line with the Red Bull brand, we incorporated an aisle-side attraction featuring a local artist painting a graffiti mural during show hours. The art (and watching the artist’s progress) stopped attendees, providing staff an opportunity to invite them into the booth. And a point-of-purchase display served as the space for informal meetings with convenience store owners, where staff could show off promotions and marketing materials available to store owners who stock Red Bull. For more in-depth meetings, a dedicated meeting room provided a private, quiet space.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2022. Even if your initiative started before 2022, limit your response to activities and results since the beginning of 2022 only (up to 250 words):
Total 199 words used.
To maximize sampling, we incorporated not one but three sampling stations: a dedicated station for the 2023 Winter Edition, a “Fusion Station” where gusts could sample Red Bull infused with unique flavors, and a bar where three signature cocktails were served. The idea was to get people to try a Red Bull beverage they likely hadn’t had before, showcasing the versatility of the iconic energy drink. This resulted in nearly 6,000 samples being served, exceeding our goal of 5,000 by 20 percent.
To capitalize on their F1 sponsorship, we displayed a Red Bull racing suit and a pair of F1 simulators where visitors could compete head-to-head. And a live DJ kept the energy high, with the beats pulling in would-be passersby to maximize booth traffic (ultimately attracting 36 percent of NACS attendees, 11 percent more than anticipated). Meanwhile, flatscreen monitors displayed information on products and sales figures a Wings for Life wall explained how Red Bull’s nonprofit foundation supports spinal cord research and assists extreme athletes who suffer from injuries. The activations and sampling stations kept guests in the booth for an average of 3 minutes and 10 seconds, exceeding our goal of a 3-minute dwell time.
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 13 words used.
Please see the attached PDFs for videos, photos, and information from the campaign.
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