the challenge

Action Serbia was called on by HELL Energy, to create awareness prior to the launch of an international TV campaign that featured Bruce Willis.

The main objective was to make Serbians aware of HELL Energy as one of the leading global energy drink brands, and position HELL Energy as an energetic, fun-loving brand, preferred by consumers for its quality, affordability and availability in the market.

our approach

Action built an integrated campaign that drew on the influence of key instagrammers, media and a Serbian actor to help generate buzz and immediate awareness.

Actions included:

• Distribution of press releases
• Organization of a media event led by a famous Serbian actor
• Sustained campaign with Serbian influencers in two phases
• Organization of a press trip to a HELL Energy factory
• Media Interviews with key people from HELL Energy