V Energy Drink Film, Outdoor, Case study V Skills [video] by Clemenger BBDO Sydney, Tkt Sydney

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V Skills [video]

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Industry Soft Drinks
Media Film, Outdoor, Billboard, Poster, Transportation & Vehicles, Case study
Market Australia
Agency Clemenger BBDO Sydney
Agency Tkt Sydney
Executive Creative Director Paul Nagy
Creative Director Brendan Willenberg, Ben Clare
Senior Art Director Ollie Beeston
Senior Copywriter James Beswick
Released December 2016

Awards

Spikes Asia 2017
Media Use Of Branded Content Created For Digital Or Social Media Bronze Spike

Credits & Description

Client: Frucor Australia
Agency: Clemenger Bbdo Sydney
Entrant: Clemenger Bbdo Sydney, Australia
Idea Creation: Clemenger Bbdo Sydney, Australia
Idea Creation 2: Tkt Sydney, Australia
Production: Clemenger Bbdo Melbourne, Australia
Production 2: Aunty Donna Sydney, Australia
Production 3: Rackaracka Adelaide, Australia
Production 4: Edward Copestick Sydney, Australia
Production 5: Kapwa Studioworks Sydney, Australia
Additional Company: Edwin De Swardt Cape Town, South Africa
Additional Company 2: Infinity Squared Sydney, Australia
Executive Creative Director: Paul Nagy (Tkt Sydney)
Creative Director: Brendan Willenberg (Tkt Sydney)
Creative Director: Ben Clare (Tkt Sydney)
Senior Copywriter/Creative Lead: James Beswick (Tkt Sydney)
Senior Art Director/Creative Lead: Ollie Beeston (Tkt Sydney)
Creative Agency Producer: John Pannochia (Tkt Sydney)
Founding Director: Cate Stuart-Robertson (Tkt Sydney)
Senior Account Director: Hanne Haugen (Tkt Sydney)
Senior Account Manager: Marshall Campbell (Tkt Sydney)
Planning Director: Rob Dougan (Tkt Sydney)
Head Of Craft: Daniel Mortensen (Tkt Sydney)
Senior Sound Engineer: Anthony Tiernan (Pitchfork)
Public Relations Group Account Director: Phillipa Thomas (Tkt Sydney)
Website URL: http://vskills.tv
Describe the campaign/entry:
V Skills. 24 essential life lessons printed on 14 million cans across the country. A simple scan of the can with a smartphone unlocked an entertaining how-to guide on everything school forgot to teach you.
Creative Execution:
24 branded content videos, co-created with a variety of directors, production companies and notable influencers relevant to our target demographic, including sketch comedy trio Aunty Donna and action-film directing duo and YouTube sensations RackaRacka. With a wide variety of skills, including ‘folding a fitted sheet’, ‘smoke-bombing’, ‘applying sunscreen, ‘whistling’, ‘escaping alien abduction, ‘saving dollars’, ‘detecting lies’, ‘jumping over stuff’, ‘taking a selfie’ and many more, there was something to help everyone be a bit better at life.
Over 30 million video views of skills content globally. 5.5 million YouTube impressions and reached over 1.7 million 18-24 year olds on Facebook, accounting for approximately 65% of the total Facebook audience for this demographic. With Facebook penetration recorded at 99% for this age bracket, this would mean that almost every 18-24 year old in Australia would have seen at least one V Skills video.
1060% increase in engagement with the V brand on Facebook, with the sentiment towards the campaign overwhelmingly positive.
Most importantly, sales jumped 11% over the campaign period.
By teaming up with popular content creators and existing on Millennials turf - the internet - we created a suite of non-ad 'how-to' videos that demonstrated our brand promise in a fresh, relevant way. Without censorship or shameless product placement, we brought our audience a series of useful and entertaining tutorials that spoke their language.
Insights, Strategy and the Idea:
Whilst the brand appeals to Millennials who are frequent drinkers, light drinkers are a bit more skeptical. To them, energy drinks are a necessary evil, so we needed to show them just how necessary we could be.
So we decided to live our brand promise of being 'The Massive Hit That Improves You A Bit' by creating content that would marginally increase their day to day skills.