RUNNER by DraftFCB Vienna for Powerhorse

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RUNNER

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Industry Non-alcoholic drinks, Soft Drinks
Media Direct marketing
Market Austria
Agency DraftFCB Vienna
Director Alex Bodman, Steffen Schwab
Art Director Daniel Senitschnig
Copywriter Armin Winkler
Released July 2009

Credits & Description

Category: Direct Response Broadcast: TV, Radio & Infomercials
Advertiser: POWERHORSE
Product/Service: ENERGY DRINK
Agency: DRAFTFCB PARTNERS
Date of First Appearance: Jul 1 2009 12:00AM
Entrant Company: DRAFTFCB PARTNERS, Vienna, AUSTRIA
Chief Creative Officer: Bernd Fliesser
Executive Creative Director / Copywriter: Patrik Partl
Creative Director / Copywriter: Florian Schwab
Copywriter: Armin Winkler
Art Director: Daniel Senitschnig
Graphic Design: Josef Faustbeck
Graphic Design: Benjamin Fillitz
Director: Alex & Steffen
Music Production: SteinHof Musikproduktion GmbH
Media placement: TV & Cinema - TV & Cinema - July 2009

Describe the brief/objective of the direct campaign.
Development of a TV-Spot to show the claim of Powerhorse – Take it on. Further generate higher traffic on the website powerhorse.com

Explain why the creative execution was relevant to the product or service.
The core values of Powerhorse were shown in an impressive matter.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
A runner in the desert. He just finished his Powerhorse drink and starts a race against an eery sandstorm. After disappearing and being soaked up by this storm he breaks out and the storm slowly slumps down. The URL gets featured with the packshot.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The traffic on powerhorse.com rose by 15% within the time of action.