Turbo Energy. Wake the dragon inside! Deasign Russia
Task
Main tasks 1. To launch a new energy drink 2. To break through the information noise of competitors. Extra task: Link the developed product design with ice and flame dragons on the pack with the series of "Game of Thrones"
Ideas and solutions
Analysis of competitors showed that all energy drinks in Russia build communication according to one pattern and appeal to athletes, gamers or extremals. Therefore, our main task was to find an alternative insight of the Young Adults audience. Thus the marketing platform “Break the Template, Break the System” was created and as a result the advertising campaign “Wake the Dragon Inside” was launched, emphasizing the connection with the series of “The Game of Thrones”. As part of the marketing platform, a stupid routine situation is being declared in which representatives of target audience may find themselves. Turbo Energy unleashes main character's potential and “wakes up its inner dragon”, helping to become a winner from the patterned situation. As part of an advertising campaign, two videos with the Russian celebrities were created. It was important to choose such famous characters that cause a resonant response among the audience, but at the same time correspond to the creative concept of the campaign. Videos attracted the attention of young adults by an interesting story, seriality and hashtags. We also received many positive comments at Youtube. Watch all the videos: https://vimeo.com/352461809 The total number of views of all video formats (long version, 30s and 10s videos) exceeded 18 million
