The Brief

In 2012, V Energy drink had just come off the most successful three-year period in its 15-year history. The brand had over 50% market share and was even outselling Coca-Cola in petrol stations. But our 18-24yr youth market were moving on and getting used to how we were communicating. They were being attracted by the promise of newer and more edgy brands. We had to stay ahead of them if we were to maintain our position and find new ways to engage with them for any period of time. So V charged us with dual consumer engagement and sales objectives.

Describe how the promotion developed from concept to implementation

V Energy assembled 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. We called it The V Motion Project. The team hacked Microsoft's Kinect motion tracking software with audio software Abelton, to create an instrument that transforms movement into sounds. The entire project was documented and released as a series of webisodes on the 'V' YouTube channel, website and Facebook page. While leading youth TV and radio stations followed the project from start to finish, distributing our content and creating their own.

Describe the success of the promotion with both client and consumer including some quantifiable results

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, and #1 on the iTunes Electronic Music charts. . 400% PR return on investment . While sales increased in measured channels by 13%. The project has also received huge international attention from creative giants including TED, the Discovery Channel, Microsoft, Warner Bros Music, Disney and Google. The Huffington Post described the project as 'the future of dance music'.

Explain why the method of promotion was most relevant to the product or service

V is an energy drink brand that lives by the philosophy 'V gives you the energy to do extraordinary things' For our young audience, social networking, gaming and technology are as normalised as television . they're a huge part of their life . but it's brands that also exist in both their online & offline worlds that they connect with most. On June 16th, The V Motion Project showcased its new technology with a live performance in downtown Auckland. It was covered live on national TV and radio, filmed to create a 3min music video and recorded by hundreds of spectators.