Adrenaline Rush lead «functional» territory and perceived by the audience as an energy brand. We are a leader in the market share, but we didn’t have perception as a leader. We need to find a way to change it and drive consumer engagement.

We wanted to change the perception of fear, and show that for Adrenaline Rush brand, fear is the source of inspiration. We created the first-ever soundtracks based on the heartbeat amplitude of the musicians, whereas pulse was recorded at the fearful adrenaline moments.

The audience of the brand are millennials 18-35 (focus: 20-25 years).

Music is what drives and inspires a young audience every day. In recent years, electronic music has become the music of a generation in Russia; a whole galaxy of DJs inspired and energised those who had no relation to music in general. An energy brand claiming leadership must understand what drives the audience and find the common ground.

We collaborated with three the most famous and talented Russian DJs for the experiment and challenged them to get inspired by what they fear most. We recorded their heart rate at the peak adrenaline moments and using data from the monitors, DJs wrote the first ever soundtracks based on their heartbeat amplitude in a personal style.

After the experiment, we created the first compilation album on the heartbeat and used it to accompany videos that documented the adrenaline moments.

Website http://heartbeatcase.ru/

The campaign allowed for an immersive experience on social media and inspired its viewers. As a result, we created a long-form brand content that affords more space for telling stories that transfix users, entertains the audience and create emotional connections.

Absolute actual figures

Total views: 74 438 397

Total impressions: 161 825 805

Total reach: 30 838 272