Launch of a new energy drink flavor Ice Dragon: everything will be *****!
- Creative
- Complex creative Campaign
- Communication strategy
- Video&photo production
- Media materials
Target audience
The team discovered that the target audience for the drink are traditionalists. They typically view changes in their brands as unnecessary disruptions, often questioning, “Why do we need this? Everything was fine as it was…” Therefore, we decided that these sentiments should be countered by young men aged 18-24, who have been drinking the new Ice Dragon for about a year now, akin to White Walkers!
Objectives
On one hand, we had a straightforward task: supporting the launch of the new Ice Dragon energy drink flavor ahead of the high season in the non-alcoholic carbonated beverage category. On the other hand, Dragon has never been advertised digitally before, so the launch needs to be vibrant and stand out against key competitors in the category.
Insight
We asked ourselves a simple question: why does our target audience need an energy drink?
The answers were equally straightforward: to stay awake, feel alert, and have energy and strength. Executing and effectively drawing parallels between the ice dragon of White Walkers and the Ice Dragon energy drink was no simple task.
Realization
The decision was made to invite White Walkers to the Havas Digital Kyiv office and interview them. Let the White Walkers tell us "why all this," as they have been using the new Ice Dragon for a year now! Through a series of five videos, everyone found out: the new Ice Dragon really packs a punch, gives strength, revitalizes, helps avoid waiting, and more.
For the most challenging task - realistic White Walker makeup - FX makeup artist Julia Melnyk came to our rescue. Her White Walker makeup had previously won her the Next Level of Cosplay competition in Hollywood a year ago.
We focused our primary targeting on audiences interested in the series, as well as similar genres. Original and hype-driven creative allowed us to quickly stand out from the clutter, while precise targeting ensured up to 70% of video views, significantly optimizing CPV and CPT.
Channels used:
- YouTube
- Online cinemas
- Programmatic (video & banner ads)
Results
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7 mlnviews
-
58%CPV
-
30%СРМ
-
1,19%CTR
