V PAINTBALL

TitleV PAINTBALL
ClientFRUCOR BEVERAGES
Product / ServiceV ENERGY DRINK
CategoryA01. Event & Field Marketing
EntrantCOLENSO BBDO Auckland, NEW ZEALAND
Entrant Company:COLENSO BBDO Auckland, NEW ZEALAND
Sales Promotion/Advertising Agency:COLENSO BBDO Auckland, NEW ZEALAND

The Brief

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. Make V a market leader in both the soft drink market as well as the energy drink market.

Describe how the promotion developed from concept to implementation

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.

Describe the success of the promotion with both client and consumer including some quantifiable results

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.

Explain why the method of promotion was most relevant to the product or service

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. By creating a TVC that tipped into an online experience then tipped onto an actual live event, we were able to get them viewing the ad, talking about the ad, interacting with the web, creating their own art and seeing one lucky person have their art made for real in a live hit. The machine was then taken around the country to increase visual and textual interest.

Credits

Name Company Position
Nick Worthington Colenso BBDO Executive Creative Director
Karl Fleet Colenso BBDO Deputy Creative Director
Sam Dickson Colenso BBDO Art Director
Graeme Clarke 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
James Hurman Colenso BBDO Planner
Nigel Sutton Colenso BBDO Agency Producer
Aaron Turk Colenso BBDO Digital Creative Director
Haydn Thomsen Colenso BBDO Digital Producer
The Rumpus Room Digital Production Company
Tony Whyman The Sweet Shop Producer
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 V Marketing Manager NZ
Lesley Knight Frucor Beverages V Marketing Manager Australia