|Title||THE V MOTION PROJECT|
|Product / Service||V ENERGY DRINK|
|Category||A08. Broadcast Design and Graphics & Digital Design|
|Entrant||COLENSO BBDO Auckland, NEW ZEALAND|
|Entrant Company||COLENSO BBDO Auckland, NEW ZEALAND|
|Advertising Agency||COLENSO BBDO Auckland, NEW ZEALAND|
|Joel Little/Ashley Page||Golden Age Studio/Level Two Music Ltd||Music Producer|
|Mike Hammond||Colenso Bbdo||Agency Editor|
|James Hayday||Images And Sound||Sound Design|
|Jeff Nusz||Assembly||Lead Developer|
|Paul Sanderson||Fugitive Ltd||Lead Developer|
|Zoe Mcintosh||Thick As Thieves||Director|
|Matt Von Trott/Jonny Kofoed||Assembly||Director|
|Mat Tizard||Colenso Bbdo||Creative Technologist|
|Luke Rive||Frucor Beverages Ltd||Marketing Manager|
|Zac Stephenson/Jonathan Ray||Omd||Media Strategy|
|Andy Mcleish||Colenso Bbdo||Head Of Planning|
|Samantha Parsons||Colenso Bbdo||Account Director|
|Tim Ellis||Colenso Bbdo||Group Account Director|
|Rob Linkhorn||Colenso Bbdo||Agency Producer|
|Paul Courtney||Colenso Bbdo||Agency Executive Producer|
|Graeme Clarke||Colenso Bbdo||Copywriter|
|Lachlan Palmer-Hubbard||Colenso Bbdo||Art Director/Digital Art Director|
|Jae Morrison||Colenso Bbdo||Art Director|
|Aaron Turk||Colenso Bbdo||Creative Director/Digital Creative Director|
|Nick Worthington||Colenso Bbdo||Creative Chairman|
The energy drinks market in New Zealand has transformed recently, seeing many new entrants like Monster, Mother & Rockstar appear on fridge shelves. These competitors are hungry, disruptive, and looking to target V at every opportunity. In this context you would expect the market leader to be happy to defend its position. But that’s not V’s style. The brand had dual consumer engagement and sales objectives for 2012 and challenged us to deliver them.
Coming off it’s most successful year ever, with over 50% market share, V noticed that their 18-24yr old consumers were engaging less, being attracted by the promise of newer and more edgy brands. V challenged us to re-connect with this audience, surprising them with something new, encouraging a deeper level of engagement.
In April 2012, V assembled a team of technology developers, audio engineers, visual artists, and a music producer, and gave them a challenge – to create a piece of music using only the body’s movement. The team hacked Microsoft’s Kinect motion tracking software combining it with audio software Abelton, to create an instrument that transforms the body’s movement into sounds. Digital design animations were generated using the same movement data then projected onto the side of a building. A bespoke interface was designed to allow the motion artist to control the various modes built into the technology.
The V Motion Project delivered significant lifts in consumer engagement and sales. • Website visits increased by 1000% • All content was viewed more than 1.8 million times • Facebook Likes grew 12% • The music track (Can’t Help Myself) reached #1 in the New Zealand Singles Charts, #1 on the iTunes Electronic Music charts • While V Energy sales increase in measured channels by 13%.