V Energy Drink Promo V LADDERS by Colenso BBDO Auckland

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Industry Soft Drinks
Media Promo & PR
Market New Zealand
Agency Colenso BBDO Auckland
Executive Creative Director Nick Worthington
Digital Creative Director Aaron Turk
Released July 2010

Credits & Description

Category: Best New Product Launch/Re-Launch or Multi-Product Promotion at Retail
Product/Service: V ISOKINETIC
Date of First Appearance: Jul 18 2010
Entrant Company: COLENSO BBDO, Auckland, NEW ZEALAND
Executive Creative Director: Nick Worthington (Colenso BBDO)
Digital Creative Director: Aaron Turk (Colenso BBDO)
Art Director, Copywriter, Digital Art Director: Rebecca Johnson-Pond (Colenso BBDO)
Copywriter, Art Director: Kimberley Ragan (Colenso BBDO)
Designer, Digital Designer: Lachlan Palmer-Hubbard (Colenso BBDO)
Digital Designer: Peter Bardsley (Colenso BBDO)
Digital Developer: Matt Visser (Colenso BBDO)
Group Account Director: Angela Watson (Colenso BBDO)
Account Director: Tim Ellis (Colenso BBDO)
Account Manager: Stefanie Robertson (Colenso BBDO)
Account Manager: Jessica Blake (Colenso BBDO)
Planner: James Hurman (Colenso BBDO)
Agency Producer: Jen Storey (Colenso BBDO)
Digital Animator: Gareth Jensen (n/a)
Media placement: TV Campaign - TV2, C4, Prime, Sky, Discovery - 18/07/10
Media placement: Adshels - National (New Zealand) - 18/07/10
Media placement: Online Display Ads - Facebook - 01/08/10
Media placement: Billboards - Auckland, Wellington, Christchurch - 01/08/10

Describe the objective of the promotion.
Frucor created a first in sports drinks. A sports drink with hydration and guarana energy, called V Isokinetic. To market this drink, we knew we needed a first in sports – something that not only demonstrated the properties of the drink, but also got people talking and engaged with it.

Describe how the promotion developed from concept to implementation.
So we made a sport of our own, Pomparkour - an extreme urban sport that combines Parkour with a ladder.

First we manufactured history, information, photos and filmed sightings of the sport. We seeded these onto blogs and other popular touchpoints, like Wikipedia. As Pomparkour gained in popularity and authenticity, we introduced V Isokinetic into the story, which of course was a perfect fit for the new sport. We launched a TV commercial and website based around the guys who started Pomparkour. This gave V Isokinetic the unique opportunity to become famous alongside a completely new, undiscovered sport.

Explain why the method of promotion was most relevant to the product or service.
V is an innovative brand that is well-known for it’s non-traditional advertising techniques. This idea of creating and making popular our own extraordinary sport was a good fit for the brand and a new sports drink that is more extraordinary than other sports drinks.

Describe the success of the promotion with both client and consumer including some quantifiable results.
With support from V Isokinetic, Pomparkour exploded. Both were featured in magazines, newspapers, blogs and talked about on national current events shows, who not only mentioned V Isokinetic, but also interviewed the Pomparkourists from the TV commercial.

The video we created of Pomparkour for Youtube became the #1 sports video in New Zealand, and #28 globally. Hits to V’s website were up 530% on the previous month and the television commercial became the 3rd most enjoyed commercial of all time. To top all this off Frucor took a 19.7% market share of sports drinks.