Red Bull Gold’s campaign was more than a value-offer — it was a data-powered performance engine designed to connect energy with action. Partnering with Grivy, the brand invited consumers to claim an Rp2,500 discount voucher redeemable at Indomaret and KlikIndomaret. Using a powerful multi-channel strategy that combined Grivy Wallet, Samsung, Smartfren, Google, Meta, and TikTok. What made this campaign stand out was its Smart Survey integration, designed to understand how often consumers purchase energy drinks — identifying first-time buyers, weekly drinkers, and loyal users. These insights equipped Red Bull with a clearer understanding of its audience, allowing the brand to transform coupon participation into long-term behavioral learning that will guide future targeting and retention strategies
Energizing Everyday Challenges with Smart Precision
Red Bull Gold needed to stand out in a market saturated by discounts and shelf competition. The goal wasn’t just to give away coupons — it was to understand what drives energy drink consumption. The campaign targeted young professionals and Gen Z consumers who live fast-paced lives but are increasingly value-conscious. With Grivy’s technology, Red Bull Gold connected awareness to action — reaching users through high-traffic media platforms, then guiding them to claim and redeem via Indomaret. To better understand behavior, consumers were invited to answer key questions through Grivy’s Smart Survey. These answers revealed valuable patterns — distinguishing loyal consumers from occasional buyers — enabling the brand to design future campaigns with sharper segmentation and reward strategies. Red Bull didn’t just sell energy; it captured the energy of consumer intent.
Driving trial, reactivation, and behavioral insight
Red Bull aimed to strengthen brand preference among existing users, convert competitor drinkers, and expand its reach across online and offline channels. The campaign’s goal extended beyond transactions: to collect behavioral data that could guide personalized reactivation and frequency-based offers in future campaigns. By combining awareness building, digital conversion, and consumer understanding, the brand positioned itself as both a market leader and a learning brand.
An omni-channel, insight-driven journey turning energy into engagement.
Recharging brand performance through insight-led precision
The Red Bull Gold campaign achieved measurable and meaningful success across every objective.
Through Grivy, Red Bull didn’t just run a promotion — it mapped Indonesia’s energy drink behavior. This campaign demonstrated how technology, media synergy, and data can energize not only consumers but also the brand’s long-term intelligence and performance.
