World Championship in Paper Airplane Throwing on Czech TikTok.
Intro.
If you enjoy Red Bull’s activities and are curious about what it’s like to work with this world-renowned brand, you’re in the right place. In this case study, we’ll show you the most exciting highlights from our collaboration with Red Bull on the Red Bull Paper Wings project – the World Championship in Paper Airplane Throwing – from several different perspectives.
Red Bull is a global brand best known for its energy drink. Beyond that, the brand is famous for extreme sports, ideas that some might even call crazy, and a strong focus on activities for young people. In many cases, its slogan “Red Bull gives you wings” truly lives up to its name. What we particularly like about Red Bull is its laid-back atmosphere and an environment where creativity knows no limits. So when the opportunity to work with the brand came along, saying yes was an easy decision.
Source of all photos from the World Final: Red Bull.
In 2022, Red Bull Paper Wings featured three categories: who could throw a paper airplane the farthest, whose plane could stay in the air the longest, and who could come up with the most creative aerobatic performance. And it was the third category – aerobatics – that had its qualification round entirely online. Via TikTok.
Collaboration details.
ShortPRO (formerly TikTokuj.cz) was tasked with creating a TikTok campaign that would raise awareness of the competition and recruit new qualified representatives for the Czech Republic in the aerobatics category.
The full brief for the communication campaign and individual videos came relatively last-minute, with the situation further complicated by the war in Ukraine. As a result, we had just 1–2 weeks to put the entire campaign together.
It is widely known that younger generations are finding it increasingly difficult to maintain their attention, making it challenging to communicate a large amount of information within a short period of time while keeping it clear and easy to understand. This is a challenge many brands face: how to summarize all the essential information in an engaging and entertaining way within just 15–30 seconds .
In this case, our main task was to communicate all the key information about the competition quickly and in an engaging, audience-friendly way – while driving viewers to take action.
@redbullcz Vezmi vlaštovku, natoč to nejkreativnější video a dolétni až do světového finále #redbullpaperwings!✈️🏆🎉 @S̾v̾á̾ť̾a̾ ̾B̾a̾r̾e̾k̾ ♬ původní zvuk - Red Bull CZ
@redbullcz Na co ještě čekáš?✈️ Popadni papír, natoč kreativní video a účastni se světového finále #redbullpaperwings #cz ♬ původní zvuk - Red Bull CZ
A crucial step was to fully understand the competition and break down all the key information into a series of videos.
Tip: Instead of one long video that tries to cover everything at once, try breaking your message down into several shorter videos that are easier for viewers to digest.
We also used dynamic transitions, throughout the videos to keep viewers engaged. Other key elements included a strong, attention-grabbing message within the first few seconds and a clear call to action at the end of each videos.
The Right Client Makes Collaboration Easier.
The Red Bull team’s involvement in the creative process was a key factor in successfully bringing the campaign to life. In addition to providing the filming location, members of the Red Bull team were present during the shoot, supporting our crew and working closely with us to achieve the best possible result.
At ShortPRO, we’re used to working together as one team, and when the client takes the same approach, it always leads to the best results. After all, it’s not about client vs. agency, it’s about working together as one teamto achieve the best possible outcome.
Results.
Average video views on @RedBullcz on TikTok before the campaign vs. the average during and after the campaign.
the video reached people on TikTok without any paid advertising.
0
x
The result of this campaign, however, was ultimately just a way of bringing to life a concept that only Red Bull could come up with. A World Championship in paper airplane throwing is truly something that perfectly captures the Red Bull spirit.
Just take a look at the photos from the World Final and see the kind of atmosphere Red Bull can create. Experiencing it first-hand was our Co-Founder David Duc.
Want to get noticed on TikTok?
We can do it.
We can do it.
From the creative concept and production to the final campaign execution, we’ll help your brand create content that stands out on TikTok and delivers results.
Our divisions
Cooperation with us
Agency ShortPRO
Copyright 2024