Title | HEARTBEAT PROJECT |
Brand | PEPSICO |
Product/Service | ADRENALINE RUSH |
Category |
A01. Data-enhanced Creativity |
Entrant
|
FRIENDS Moscow, RUSSIA
|
Idea Creation
|
FRIENDS Moscow, RUSSIA
|
Idea Creation 2
|
STEREOTACTIC Moscow, RUSSIA
|
Production
|
STEREOTACTIC Moscow, RUSSIA
|
Credits
Anatoliy Gordeev |
PepsiCo, Inc |
Brand Director PepsiCo, Inc |
Maria Kustavinova |
PepsiCo, Inc |
Senior Brand Manager PepsiCo, Inc |
Daria Portnova |
PepsiCo, Inc |
Brand Manager PepsiCo, Inc |
Elizaveta Fetisova |
PepsiCo, Inc |
MarCom Lead PepsiCo, Inc |
Marina Mushkarenko |
PepsiCo, Inc |
Imc Manager PepsiCo, Inc |
Irina Drozdovskaya |
PepsiCo, Inc |
General TV Producer PepsiCo, Inc |
Maxim Ponomarev |
Friends Moscow |
Creative director |
Tatiana Ponomareva |
Friends Moscow |
Senior Copywriter |
Elena Dernova |
Friends Moscow |
Senior Art Director |
Ksenia Tychinskaya |
Friends Moscow |
Account Director |
Vladimir Sorokin |
Stereotactic production |
Director |
Aleksandr Khudokon |
Stereotactic production |
DOP |
Aleksey Shevchenko |
Stereotactic production |
Producer |
Kira Vykhodtseva |
Stereotactic production |
Assistant Producer |
Petr Barabaka |
Stereotactic production |
Photographer |
Aleksandr Privalov |
Stereotactic production |
1st AC |
Stanislav Paushev |
Stereotactic production |
Sound Recordist |
Nonna Aristarkhova |
Stereotactic production |
Post Production Producer |
Aleksandr Khokhlov |
Stereotactic production |
Sound Designer |
Roman Geygert |
Stereotactic production |
Editor |
Artem Leonov |
Cinelab |
Grading |
Why is this work relevant for Creative Data?
We created the first-ever soundtracks based on the heartbeat amplitude of the musicians, whereas pulse was recorded at the fearful adrenaline moments. The challenge was to analyse data from the heart rate monitors and turn digital values into music. These unique tracks became branded content that allowed for an immersive experience on social media and inspired its viewers for an "art meets data" approach to content.
Background
Adrenaline Rush lead «functional» territory and perceived by the audience as an energy brand. We are a leader in the market share, but we didn’t have perception as a leader. We were looking to leverage the value that lies within the data which generates the process.
Describe the idea/data solution
We wanted to change the perception of fear, and show that for Adrenaline Rush brand, fear is the source of inspiration. We collaborated with the three most talented Russian DJs, and recorded their heart rate at the peak adrenaline moments. Using data from the monitors, DJs wrote the first ever soundtracks based on their heartbeat amplitude in a personal style.
Describe the data driven strategy
The audience of the brand are millennials 18-35 (focus: 20-25 years).
Music is what drives and inspires a young audience every day. In recent years, electronic music has become the music of a generation in Russia; a whole galaxy of DJs inspired and energised those who had no relation to music in general. An energy brand claiming leadership must understand what drives the audience and using data, find the common ground.
Describe the creative use of data, or how the data enhanced the creative output
We collaborated with three the most famous and talented Russian DJs for the experiment. We challenged them to get inspired by what they fear most and measured their heart rate at the moment of maximum adrenalin ejection. Analysing data from the heart rate monitors, the DJs faced a challenging task — to turn digital values into music. The DJs analysed the data and the amplitude of the waves, and using different methods of analysis, each in his personal stylistics, created the world's first music tracks based on their heartbeats. So, using data analysis for the Adrenaline Rush brand, we turned fear into music and inspiration.
Website http://heartbeatcase.ru/
List the data driven results
The campaign allowed for an immersive experience on social media and inspired its viewers for an "art meets data" approach to content in everyday situation. As a result, we created a long-form brand content that affords more space for telling stories that transfix users and create emotional connections.
Absolute actual figures
Total views: 74 438 397
Total impressions: 161 825 805
Total reach: 30 838 272