THE V MOTION PROJECT

Bronze Spike

Case Film

Presentation Board

TitleTHE V MOTION PROJECT
ClientFRUCOR BEVERAGES
Product/ServiceV ENERGY DRINK
CategoryA08. Broadcast Design and Graphics & Digital Design
EntrantCOLENSO BBDO Auckland, NEW ZEALAND
Entrant Company COLENSO BBDO Auckland, NEW ZEALAND
Advertising Agency COLENSO BBDO Auckland, NEW ZEALAND

Brief Explanation

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.

The Brief

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.

How the final design was conceived

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.

Indication of how successful the outcome was in the market

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%.

Credits

Name Company Position
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