Title | HEARTBEAT PROJECT |
Brand | PEPSICO |
Product/Service | ADRENALINE RUSH |
Category |
E12. Excellence in Music / Brand Partnership |
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 Entertainment?
The soundtracks based on the heartbeat amplitude of the DJs became an entertaining branded content that created emotional connections and became contagious for our audience.
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 need to find a way to change it and drive consumer engagement.
Describe the creative idea
We wanted to change the perception of fear, and show that for Adrenaline Rush brand, fear is the source of inspiration. We created the first-ever soundtracks based on the heartbeat amplitude of the musicians, whereas pulse was recorded at the fearful adrenaline moments.
Describe the 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 find the common ground.
Describe the execution
We collaborated with three the most famous and talented Russian DJs for the experiment and challenged them to get inspired by what they fear most. We recorded their heart rate at the peak adrenaline moments and using data from the monitors, DJs wrote the first ever soundtracks based on their heartbeat amplitude in a personal style.
After the experiment, we created the first compilation album on the heartbeat and used it to accompany videos that documented the adrenaline moments.
Website http://heartbeatcase.ru/
Describe the outcome
The campaign allowed for an immersive experience on social media and inspired its viewers. As a result, we created a long-form brand content that affords more space for telling stories that transfix users, entertains the audience and create emotional connections.
Absolute actual figures
Total views: 74 438 397
Total impressions: 161 825 805
Total reach: 30 838 272