CAMPAIGN OVERVIEW
We promoted Brite’s healthy energy drink in a challenge video, where strong mental performance was an important part of the overall story. Our goal was to show Brite as a natural choice in our lives and in a situation where focus and energy were needed. We incorporated two advertising segments into the video: a detailed advertising segment at the beginning of the video and a reminder at the end. In addition, Brite had put up a €500 prize, which increased trust in the brand by showing the brand’s direct support for the video.
1. ADVERTISING SEGMENT: MENTAL PERFORMANCE, TASTE AND AVAILABILITY
Time period: 00:11:02–00:13:03 In the main advertising segment, we showed Brite in a situation where a mental boost was genuinely important in the video, and the drink helped us tackle the challenge better. This allowed the viewer to understand the product’s value through a real-life situation. Maia-Liis shared her personal experience with Brite, also highlighting the drink’s great taste and aesthetic appeal. We used a cross-cut technique, alternating the advertising segment with another team’s story. This kept the advertisement within the video’s narrative: viewers did not want to skip ahead because they would otherwise have missed part of what was happening with the other teams. At the end of the segment, we directed viewers to Brite’s website using a QR code and a discount code, and introduced the fact that the drink is now also available in Circle K stores.
2. ADVERTISING SEGMENT: REMINDER
Time period: 01:18:53–01:20:12 At the end of the video, we reminded viewers of Brite once again by showing how it was our natural choice in the morning instead of coffee. The focus was on the taste and the aesthetics of the drink. The closing segment helped reinforce the earlier advertising information and showed once again how Brite is natural part of our lives.
