Yes, I need it all! КБ-12
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Digital Campaigns
Task
Adrenaline Rush is a Russian top energy drinks seller, which is losing its market share due to poor brand representation. The campaign aims to break away from the cluttered category, which focuses on functional properties of the drinks, to gain relevant insight and to establish better consumer connections. Short term: to strengthen the leadership of the brand, to ensure business growth. Long term: to ensure that Adrenaline Rush is the first drink that comes to mind when choosing an energy drink.
Ideas and solutions
Russia is a country with a post-Soviet past: people refuse to be different here. From little up, children are taught to follow the crowd. When a boy says that he wants to do ballet, they ask him: “Do you need it all?”, which means “Why do you need all this, don't stick your neck out!”. The correct answer to this question is embedded in Russian cultural patterns: "No, I don’t need it all”. Adrenaline Rush believes that everyone deserves to live the life they want, and outdated stereotypes and social clichés should not stop anyone. We made the “Yes, I need it all” campaign to help everyone realize how cool it is to be yourself, despite what others think. The communication strategy ensured the interaction with customers via all the possible touchpoints: from media to store shelves: — A video manifesto, hero content for broad coverage via media channels and real fighters for their own freedom, openness and tolerance of society — To build trust and support for the brand idea, we made short films about our participants, where we covered social barriers. The participants told what the “Yes, I need it all” appeal meant to them: a skater from Khabarovsk, an owner of a dog shelter in the Moscow region and a goalkeeper of the CSKA women's football team — The OOH campaign reinforced the idea and visually reflected the spirit: "Yes, I need it all!" — We told about stereotypes and ways to knock them down through a special project together with the largest Russian social network — VK.com. This helped to convey the brand idea to the target audience and get a lot of UGC — The design of limited edition cans reflects the key message: "Yes, I need it all!" as the essence of the campaign We made one of the most successful Adrenaline Rush campaigns: increased revenue by 20%; stabilized market share and ensured growth +1p., significantly increased brand mental indicators such as Awareness (+7p.), and Preference (+4p. vs the main competitor), which led to higher market penetration +4.5p
