about the project
We proposed, built, and launched a year-long marketing strategy via a major collaboration with Free Fire, one of the world’s most influential mobile titles by Garena.
The A&A team developed and executed Red Bull’s first full-scale esports strategy across Southeast Asia (Thailand, Vietnam, Malaysia), aiming to establish the brand as the #1 energy drink for gamers and esports fans. Our task was accelerate consumption within Gen Z — an audience for whom gaming is not just entertainment but identity, culture, and community.
#energy
#campaign
#concept
#ecosystem
[ The Challenge ]
[ The Challenge ]
#energy
#campaign
#concept
#ecosystem
The campaign ran throughout the entire Free Fire 2025 competitive season — from pre-activation to Spring and Fall World Series integrations, the main launch during the Bangkok LAN Finals, and the final push into the World Finals.
Red Bull needed a scalable and sustainable entry into the gaming ecosystem — a model that could work across different markets, cultural contexts, and gaming segments. We designed the GTM framework and introduced the platform idea Red Bull. Energy Unlocked. The concept combined real-world Red Bull energy with the in-game logic of unlocking skins, items, and abilities.
[ Communication Strategy Development ]
[ Communication Strategy Development ]
solutions
We defined a full marketing funnel (Awareness → Consideration → Purchase), designed a phased launch (Teaser → KOL Hype → Campaign Launch → Ongoing Activation), and developed concepts for social media and content distribution, KOL co-streams and creator battles, in-store mechanics (Red Bull Vending Machines with night rewards, Red Bull Rush Hour in gaming cafés), the complete consumer journey — from buying a can to redeeming a code and receiving an in-game reward via Garena’s dedicated microsite.
We built a unified communication platform around three pillars: Energy — the product, Identity — exclusive in-game items, Belonging — esports experiences.
#ecosystem
#redbull
#esports
#ecosystem
#redbull
#esports
[ Consumer Activation — the сore of the сampaign ]
[ Consumer Activation — the сore of the сampaign ]
We created the key mechanic of the entire initiative: on-pack activation with exclusive Red Bull in-game items in Free Fire. Every branded Red Bull can contained a unique code redeemable on Garena’s microsite, unlocking four custom-designed items: Energy Backpack, Energy Gloo Wall, Energy Parachute, Energy Jacket This fused physical consumption with in-game progression into one seamless journey and became the primary sales driver of the campaign — turning each can of Red Bull into a gameplay unlock.
#local
#keyheroes
#media
#brand
#local
#keyheroes
#media
#brand
[ IP Rights Enablement ]
[ IP Rights Enablement ]
We delivered guidelines, legal strings, and approval workflows for local market teams.
We managed the full IP approval process with Garena Global — covering Free Fire characters, logos, and in-game assets. Our team adapted key heroes (Kelly, Tatsuya, Hayato) to local regulations: Halal compliance in Malaysia, TCP restrictions (no weapons shown), centralized approvals for all visual materials.
#strategy
#development
#campaign
#creative
#strategy
#development
#campaign
#creative
[ Creative Development ]
[ Creative Development ]
The A&A team produced the complete creative toolkit for the campaign, including: hero videos across formats, localized key visuals for Thailand, Vietnam, and Malaysia, custom illustrations of three Free Fire characters, the design of exclusive in-game items, redesign of the in-game Mushroom for Red Bull Extra & Red Bull Soda, custom Free Fire Edition can designs, OOH / DOOH / digital assets, editable social templates for local adaptation. The toolkit ensured a unified creative language while remaining flexible for market-specific localization.
#ecosystem
#redbull
#esports
#ecosystem
#redbull
#esports
[ Esports Strategy ]
[ Esports Strategy ]
We also developed fan-driven formats such as the Red Bull Esports Lounge with VIP access via social mechanics and regional watch parties around key matches.
We designed Red Bull’s presence across the entire Free Fire 2025 esports season: Spring World Series, Fall World Series, World Finals. Across 14 weeks of broadcasts, Red Bull received continuous awareness through country-specific studio branding, on-site activations, in-game product placement.
[ Esports Strategy ]
[ Esports Strategy ]
We designed Red Bull’s presence across the entire Free Fire 2025 esports season: Spring World Series, Fall World Series, World Finals. Across 14 weeks of broadcasts, Red Bull received continuous awareness through country-specific studio branding, on-site activations, in-game product placement.
We also developed fan-driven formats such as the Red Bull Esports Lounge with VIP access via social mechanics and regional watch parties around key matches.
