V PAINTBALL

TitleV PAINTBALL
BrandFRUCOR BEVERAGES
Product / ServiceV ENERGY DRINK
EntrantCOLENSO BBDO Auckland, NEW ZEALAND
Entrant Company:COLENSO BBDO Auckland, NEW ZEALAND
Advertising Agency:COLENSO BBDO Auckland, NEW ZEALAND

Credits

Name Company Position
Nick Worthington Colenso BBDO Executive Creative Director
Aaron Turk Colenso BBDO Digital Creative Director
Karl Fleet Colenso BBDO Deputy Creative Director
Sam Dickson Colenso BBDO Art Director
Graeme Clark Colenso BBDO Copywriter
Gareth Collins Clemenger BBDO Sydney Group Account Director
Tim Ellis Colenso BBDO Senior Account Director
Cate Stuart-Robertson Clemenger BBDO Sydney Account Director
Stefanie Robertson Colenso BBDO Senior Account Manager
Shailei Forrester Clemenger BBDO Sydney Senior Account Manager
Nigel Sutton Colenso BBDO Agency Producer
James Hurman Colenso BBDO Planner
Haydn Thomsen Colenso BBDO Digital Producer
The Rumpus Room Digital Production Company
Tony Whyman The Sweet Shop Producer (Production Company)
Noah Marshall The Sweet Shop Director
Human Sound Design
Puck Murphy (Visual Effects) and Tim Mauger (Editor) Perceptual Engineering Post Production (Visual Effects Co.)
Iaan Buchanan Frucor Beverages Ltd V Marketing Manager NZ
Lesley Knight Frucor Beverages Ltd V Marketing Manager Australia

The Campaign

We wanted to give ordinary people the energy to do extraordinary things. Not just show them but get them involved. Get them talking and interacting with the brand. So we built a 2 tonne, truck mounted paintball gun with 840 barrels that could create instant artwork on city walls. We filmed the gun in action for the TVC, which lead consumers to our site. Here the public could upload or create their own pieces of art with our virtual paintball gun. We then chose one of these pieces of art to be shot by the real gun at a live event in the middle of the Auckland CBD. This created massive media interest and provided a way for V consumers to interact with the brand up close and personal.

Success of the Campaign

The TV ad became the most loved ad in New Zealand's history for our target audience (Colmar Brunton). 90% Spontaneous Awareness. RSVPs to the live hit - 2,789 people. Over 2000 consumer generated pieces of art were uploaded to our site. The live hit received coverage on all New Zealand mainstream media. Helped increase V's total sales and kept them atop of the energy drink market in New Zealand.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

Teenagers are spending more and more time online and less time watching TV. It's getting harder for TV ads alone to gain the cut through. We managed to do this and created New Zealand's most loved ad of all time in the process. First we built a 2 tonne paintball gun with 840 barrels that could create instant art. We filmed it in action for a TVC that tipped into an online experience. People could play with a replica (an online gun) and create their own paintball art. One lucky person was then selected to have their artwork exploded out of the real gun in a live hit. This stunt was seen by thousands of people on the day and made all mainstream media channels. The machine was then taken around the country to increase visual and textual interest.