Title	RED BULL FOR G-DRIVE
Brand	GAZPROMNEFT
Product/Service	G-DRIVE
Category	A01. Fiction: series or film
Entrant Company	UNITE Moscow, RUSSIA
Contributing Company	UNITE Moscow, RUSSIA

Name	Company	Position
Olga Matveeva	Unite	Director

The Campaign

This summer the fuel brand G-Drive and Red Bull presented a joint product: Red Bull for G-Drive. The energy drink gives people extra power and is being sold exclusively on Gazpromneft gas station. Our goal was to create viral video clips which could introduce the new product and attract millions of people to it. The main character of the campaign is a Hulk - Zenit football club player with one of the most powerful shots in the world. We wanted to show how powerful Hulk’s shots can be if he drinks a Red Bull for G-Drive. The filming took place on the training grounds of Zenit football club in Saint-Petersburg. Andrey Arshavin, Axel Witsel and Egor Baburin also took part in the campaign. A series of realistic video clips looking like they were made with a mobile phone demonstrates Hulk’s incredible power which he has after having an energy drink. 6 viral video clips with the common hashtag G-Drive #thisispowerful were released. Great humour, Hulk’s charisma and realistic filming turned the campaign into a huge success. The video clip series got more than 70 million views and quickly reached the top on Youtube. The clips got more than 850 thousand likes and the viral effect made up 600 percent of what had been planned. The news instantly got to the top-ranked Russian media and to the key world publishers in more than 50 countries. The video clips broke all the viewing records and became the viral project #1 in Russia

Viral videos were uploaded in Zenith football club social media accounts and perceived as real. Loyal fans were really engaged, actively like,comment, share & repost clips and become true brand advocates - thats how was activated BOE circle.

Overall, campaign achieved outstanding results - over 70mln views, viral effect 400%, 850 000 likes from broad audience etc. Clip #1 with goalkeeper become #1 video on official youtube channels of all football clubs all over the world beating even Gareth Bale's incredible goal against Barcelona (Copa del Rey Final 2014). It all performed in amazing sales uplift of whole G-Drive product range (energy drink, fuel brands etc) and final estimation of ROI was over 190%.

Goal was to create viral video clips & introduce the new energy drink RedBull for G-Drive with Hulk as main hero - football player with most powerful shots. A series of 6 realistic clips with hashtag # thisisheavy, looking like they were made with a mobile phone, demonstrates Hulk’s incredible power which he has after having an energy drink. The campaign got 70 million views with viral effect over 600% driven by low-branded first 2 clips. The campaign instantly got to the 400 Russian and world’s media in 50 countries and became the viral project #1 in Russia.