| Title | RED BULL FOR G-DRIVE |
| Brand | GAZPROMNEFT |
| Product/Service | G-DRIVE |
| Category |
B04. Use of Digital Content |
|
Entrant Company
|
UNITE Moscow, RUSSIA
|
|
Advertising Agency
|
UNITE Moscow, RUSSIA
|
Credits
| Olga Matveeva |
Unite |
Director |
Brief Explanation
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 - FC Zenit 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 G-Drive. The filming took place on the training grounds of FC Zenit.
Results and Effectiveness
Overall, campaign achieved outstanding results - over 70 mln views, viral effect 600%, 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%. The video clips broke all the viewing records and became the viral project #1 in Russia.
Creative Execution
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.
Insights, Strategy and the Idea
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 news instantly got to the top-ranked Russian media and to the key world publishers in more than 50 countries.