In their latest campaign launch, premium energy drink, Power Horse takes a big leap with an ultra-local campaign commercial. By curating a digital film targeting Generation Z and their perspective of the world, the brand takes a step back from conventional advertising and captures the essence of the youth and their expectations.
Unlike any other film curated by the brand, this one opens to a narrative in first person, talking for the generation and features real creators, sportspersons, and influencers from the region in an effort to keep it ‘as real as possible.’
M Saqib Haroon, Global Marketing Director for Power Horse tells us how they built the campaign to convey the message of how “the world has changed.” “We also decided to target the entry point of the customer, which for an energy drink is usually between the age of 15 to 16 years. To grasp their attention, we chose to speak to them in their language,” says Haroon.
The insight
A recent survey reveals how 45% of the world’s teenagers are constantly online and with unlimited access to smartphones, they are easily the most visually-driven generation.
While keeping these statistics at the core, Power Horse gathered qualitative insights before putting the creative film together. “Low-attention span, collectivistic and social perspectives, and the aspiration to be able to change the world were some of the many insights that we used. We also acknowledged their disliking of in-your-face advertising, and shifted to a more message-driven approach,” explains Haroon.
The disruptive style of the commercial represents what this generation is about: being authentic, feeling seen and heard, and celebrating each other's differences. It negates stereotypical established norms of communication with overt branding, mandated brand colors, and synced product shots.
Haroon further describes how this film is different from any other campaign they’ve executed in the past three years. “We had the option of sticking to featuring known celebrities. But we chose to take a risk because with this approach we were alienating a very big consumer base of ours and missing out on the 30 seconds of branding opportunity. The cast in the film are renowned artists, influencers, creators among the new generation, many from the older age groups are not so aware of who they are. It wasn’t something we do often, but it felt like the right thing to do.”
