V Energy Drink Digital, Case study THE V MOTION PROJECT - CAN'T HELP MYSELF [video] by Colenso BBDO Auckland

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THE V MOTION PROJECT - CAN'T HELP MYSELF [video]

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Industry Soft Drinks
Media Digital, Interactive & Mobile, Case study
Market New Zealand
Agency Colenso BBDO Auckland
Director Jonny Kofoed, Matt Von Trott, Zoe Mcintosh
Art Director Jae Morrison
Copywriter Graeme Clarke
Released February 2013

Awards

Cannes Lions 2013
Cyber Lions Craft; Best Music/Sound Design Bronze
Cyber Lions Other Digital Solutions; Other Digital Channels Bronze

Credits & Description

Advertiser: FRUCOR BEVERAGES
Agency: COLENSO BBDO
Category: Copywriting
Advertising campaign: THE V MOTION PROJECT
Creative Director/Digital Creative Director: Aaron Turk (Colenso BBDO)
Head Of Planning: Andy Mcleish (Colenso BBDO)
Director: Matt Von Trott And Jonny Kofoed (Assembly)
Lead Developer: Jeff Nusz (Assembly)
Account Director: Samantha Parsons (Colenso BBDO)
Art Director/Digital Art Director: Lachlan Palmer-Hubbard (Colenso BBDO)
Creative Chairman: Nick Worthington (Colenso BBDO)
Agency Executive Producer: Paul Courtney (Colenso BBDO)
Lead Developer: Paul Sanderson (Fugitive Ltd)
Media Strategy: Zac Stephenson And Jonathan Ray (OMD)
Art Director: Jae Morrison (Colenso BBDO)
Sound Design: James Hayday (Images And Sound)
Agency Editor: Mike Hammond (Colenso BBDO)
Agency Producer: Rob Linkhorn (Colenso BBDO)
Group Account Director: Tim Ellis (Colenso BBDO)
Director: Zoe Mcintosh (Thick As Thieves)
Copywriter: Graeme Clarke (Colenso BBDO)
Music Producer: Joel Little And Ashley Page (Golden Age Studio/Level Two Music Ltd)
Marketing Manager: Luke Rive (Frucor Beverages Ltd)
Creative Technologist: Mat Tizard (Colenso BBDO)
Effectiveness
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.•Significant earned media with PR return on investment of 400% •While V Energy sales increase in measured channels by 13%. The project has also received huge international attention from some of the world’s most creative companies including TED, the Discovery Channel, Microsoft, Warner Bros Music, Disney, PepsiCo and Google.The Huffington Post described the project as “the future of dance music”, while the Daily What referred to it as “a prototype for Skrillex’s inevitable 2017 Super Bowl half-time show.”
Campaign Description
V is an energy drink brand in New Zealand that lives by the philosophy ‘V gives you the energy to do extraordinary things’In April 2012, V Energy drink assembled a team of technology developers, audio engineers, visual artists, dancers (or motion artists), musicians and a leading music producer, and gave them a challenge – to create a piece of music using only the body’s movement. Fuelled by V, the team hacked Microsoft’s Kinect motion tracking software combining it with audio production software Abelton, to create an instrument that transforms the body’s movement into sounds. The music producer, audio engineers and the motion artist worked together to develop and refine the technology so that the sounds created could be controlled and manipulate so that a complete piece of music could be played using only his body’s movements.We called this team, and their journey, ‘The V Motion Project’.
Implementation
The entire project was documented and released as a series of webisodes on the ‘V’ YouTube channel, website and Facebook page allowing consumers to come on the journey with us.Leading youth TV channel U-Live and radio stations George FM and The Edge followed the project from start to finish, including distributing the content we created as well as creating their own. On June 16th, The V Motion Project showcased its new technology with a live performance in downtown Auckland. The event was covered live on national TV and radio, witnessed & recorded by hundreds of spectators, and uploaded to YouTube and Facebook.We filmed this experience and used the content in TVCs, digital media, additional digital content and finally in a full-length music video. We then released the technology on several blogs and embraced the open source nature of a project of this type, which then exploded socially.