One year ago, zeotap officially announced its engagement with Red Bull and its @Work campaign and proved the quality of its ID-verified telecom data by delivering over 70% higher engagement than any other data provider for the iconic brand and is since working with Red Bull in several countries. Also zeotap has recently added the ability to create custom app usage segments across over 10,000 apps for the majority of the Italian population by closing exclusive raw data contracts with global data partners.
In recent weeks, through the use of food delivery apps, Red Bull with the new campaign Occasion @Work wanted to encourage Italians to accompany their lunch with energy drinks, to combat the stress of urban life. Thanks to its new data partnerships zeotap could create a custom segment comprised only of active app users of apps such as Foodpanda, HelloFresh, McDonald’s, Domino’s, Flyfood, Doordash, Grubhub and UBEReats, the latter of which was also featured a Red Bull promotion in parallel to the campaign.
Once again Red Bull and Cadreon (IPG group) opened up the race by applying a number of different data providers while keeping other variables steady to see which data providers and segments would bring the best results. Crossing the finish line, zeotap had been able to provide 115% higher engagement than any other data provider.
“These results are outstanding and we couldn’t be more satisfied.” said Francesco Cilea, Head of Brand of Red Bull Italia. “Once more, zeotap has proven to be a very reliable partner, not only with their deterministic socio demographic data but also with their accurate interest data – which is scarce in today’s market. Being able to truly know what a user is interested in is a very powerful targeting tool for us, and it opens many new opportunities to reach to our customers.”
“Our focus has always been on the highest quality data and producing results. On top of our socio-demographic, I am very happy that we can now offer very precise app targeting capabilities at a large scale and not tied to a particular source of inventory. When we first looked into interest data our partners told us that they were missing transparency and flexibility around most interest segments currently available in the market and that a lot of the data is old. That given, we have really a unique offering because we can combine single app user groups to shape segments entirely tailored to an individual briefing for any industry. The segment creation process is fully transparent and we are getting daily updates from our partners to ensure the data is fresh. We’re seeing very good to exceptional results not only in Italy across campaigns.” said Riccardo Polizzy Carbonelli, Country Manager at zeotap Italia.
“We are very pleased with the work we’ve done together with zeotap and with the quality that their interest data has clearly shown,” added Luca Nicolai, Head of Cadreon Italy. “Zeotap has become a very special and on-going partner of ours, and their excellent results have continuously helped us in satisfying one of our most demanding clients.”
Inspired by the functional beverages in the Far East, Dietrich Mateschitz founded Red Bull in the mid-1980s, developing the product formula and developing a unique marketing concept. The first can of Red Bull Energy Drink is sold in Austria on 1 April 1987, which marks not only the launch of a completely innovative product but also the birth of a new product category. Since then, Red Bull has reached over 171 countries and has consumed more than 62 billion cans. By the end of 2016, Red Bull has 11,865 employees in 171 countries. In terms of further expansion, Red Bull is focusing on the key markets of Western Europe and the United States, as well as the emerging markets in the Far East, continuing with the roll-out of Red Bull Editions worldwide.
zeotap unites the world’s most valuable data to fuel growth. We enable our clients to achieve better results through precision at scale and intelligent technology. The first company to win major telecom operators around the world as data partners, zeotap has since become the leader in sourcing, refining and distributing high-quality data from large enterprises. Founded in Berlin in September 2014, zeotap today has offices in New York, London, Madrid, Milan, Paris, Bengaluru and Mumbai and counts all major media agencies and many global brands as its clients.
Riccardo Polizzy Carbonelli, Country Manager Italy
Oliver Kanders, SVP Marketing & Country Head UK/Germany
Mariona Prat, Head of Marketing