TCP Group wins two major awards for its creative and influential marketing campaigns in China

TCP Group, the manufacturer and distributor of energy drinks under the “Hong Niu” or Red Bull brand in China, captured the consumer trend in health and wellness and the atmosphere of the Olympic Games with the launch of the “So Fast, So Bull” and “Red Bull Zhen Niu Moment Skiing Challenge” campaigns which recently won two major awards from advertising associations in China.

Mr. Supachai Junkeiat, President of TCP China, shared the company’s success, “TCP Group, a leading Thai-Chinese organization which has been running business and investment in China for over 30 years, is committed to operating as a driving force in China’s economic development by producing quality products to energize consumers every day, in addition to strengthening business practices in the Chinese market with global marketing partners. As a result of these efforts, Red Bull is sold in more than 170 countries and has become the iconic and well-known energy drink. In addition, the Regional Comprehensive Economic Partnership (RCEP) has led to improved trade facilitation among member countries. TCP Group is committed to providing high-quality products to Chinese consumers, responding to the company’s new purpose: “Energizing a Better World for All.”

We received these awards based on our deep understanding and analysis of consumer insights which allowed us to capitalize on health-related trends, in addition to the Olympic Games which captured the public’s attention. Furthermore, by working with partners who have a good understanding of consumer behavior, we created creative and unique marketing campaigns that meet the needs of our consumers and which are both influential and effective.”

The “So Fast, So Bull” campaign creates a healthy living trend across China

As part of China's national plan to build a Healthy China or promote people’s good health and well-being, TCP Group partnered with the Chinese Athletics Association (CAA) and ‘Keep,’ the most popular and leading fitness app in the country, to create “So Fast, So Bull” – an integrated marketing campaign that aims to help people in China stay healthy. The campaign kicked-off with a running program on Keep gaining over 1.28 million users, along with an online running competition for Chinese runners to participate. The competition attracted more than 455,000 runners, achieving the highest number of participants during the period of activity on the mobile app.

The special dedicated zone for the ‘Red Bull’ brand on Keep and the community of runners on the platform allows fans to discuss and exchange ideas and share the results of their competition. This helps increase engagement and interest in viewing content and exchanging opinions on the hashtag #I'm the one you can't catch up. This was subsequently extended to an offline running competition that attracted more than 600 runners in six cities in China.

This successful marketing campaign won TCP Group the IAI Integrated Marketing Award-Bronze, presented by the School of Advertising at Communication University of China, China Advertising Association of Commerce (CAAC), and IAI International Advertising Research Institute, which chose from more than 3,000 marketing and advertising campaign entries from more than 850 companies that have a marketing presence in China.

The “Red Bull Zhen Niu Moment Skiing Challenge” campaign captures the Olympic Games building engagement on the Kuaishou platform

Early 2022 marked a thrilling milestone for China which hosted the Olympic Winter Games. At this time, TCP Group joined forces with Kuaishou, a short video and live streams platform that is hugely popular among the new generation, to launch the “Red Bull Zhen Niu Moment Skiing Challenge” campaign allowing the Chinese to participate in ‘Watch-Play-Expose,’ which refers to being able to ‘Watch’ live and exciting sports events, such as skiing and skating through the Kuaishou platform; ‘Play’ and create interactive games in the Olympic  Winter theme giving people the chance to join and make short videos which each game must feature the Red Bull brand; and ‘Expose’ which allows gamers to post their video clips on China’s popular sites such as Weibo. This fun concept helped to significantly boost brand awareness.

More than one billion livestream broadcasts were viewed as a result of this campaign, which was partly due to the rising trend of consumers viewing content on mobile apps instead of TV. The game was played more than 239,000 times with more than 6.75 billion views, making it a hot topic – read over 310 million times and discussed over 131,000 times on Weibo.

As a result, Tiger Roar Media awarded the Tiger Roar Awards Sports Marketing - Bronze to TCP Group for its creative, innovative and powerful communications campaign, and being a trendsetter in the industry, which there were other participating companies across China and the Asia-Pacific region.