Hasta La Creative!

Just Dance is the fun dance game series that anyone can pick up and play. But until now, the audience has been dominated by teenage girls. For the launch of Just Dance 3, in Europe and Australia, our brief was to expand the audience to those who wouldn’t usually play dance games. Our answer was Autodance, the app that makes anyone dance. Simply record your friends moving and the app syncs their movements to a choice of dance tracks from the video game. Like magic, your friends will be shaking their stuff in a branded music video, which can be shared online. Autodance is more than a fun app. It’s a fun tool to get people to make and share our ads for us. Each user-generated video acts as an advert for Just Dance 3, and features our tagline “Anyone can Just Dance”, along with an end card for the game. With no media spend, Autodance exposed Just Dance 3 to a new, diverse audience of millions. And over Christmas 2011, Just Dance 3 became the best-selling video game in Europe. Results since the release of Autodance, Oct 2011: App downloads: 4.2 Million User-generated videos: 19 Million Video views (in phone): 56 Million Total video shares (Facebook and Youtube): 1.6 Million Facebook likes: 2.5 Million Facebook comments: 1.6 Million Submitted videos to YouTube Channel: 450,000 (110,000 made public) App Store: No 1 Music app in 15 countries Top ten (overall) app in 10 countries App store reviews: 2647 Average score: 4/5.

Advertising Agency: CP+B, Gothenburg, Sweden
Executive Creative Director: Björn Höglund, Gustav Martner
Associate Creative Director / Senior Art Director: Mattias Berg
Senior Copywriter: Jim Connolly
Senior Art Director: Joakim Khoury
Producer: Mikael Lindqvist
Associate Experience Director: Jordan Clayton-Hall, Tommy Carlsson
Creative Technology Director: Per Rundgren
Head Of Interactive: Marcus Åslund
Visual Designer: Stephano Dinamarca Fernández, Mattias Nordenham
Senior Interactive Developer: Mikael Hellqvist, Stefan Hållén
Interactive Developer: Martin Furuberg
Motion Designer: Jörgen Bengtsson
Chief Creative Officer: Rob Reilly
Executive Creative Director: Gustav Martner
Business Director: David Clyde
Group Account Director: Charles Faircloth, Gavin May