V ROBBERS

TitleV ROBBERS
ClientFRUCOR BEVERAGES
Product / ServiceV ENERGY DRINK
CategoryA05. Best Use of Digital Media in a Direct Campaign
EntrantCOLENSO BBDO Auckland, NEW ZEALAND
Entrant Company COLENSO BBDO Auckland, NEW ZEALAND
Advertising Agency COLENSO BBDO Auckland, NEW ZEALAND

The Brief

V Energy Drink’s target consumers (18-24yrs) are exposed to new promotions every single day. They are incredibly apathetic towards them, and not grabs their interest. Their attention is short and their engagement is limited to maybe a click, a “like”, a text..….you get the point. So we created an online sales promotion that would finally capture their attention, demand their engagement and appeal to their slightly rebellious side. “V Robbers: Why win your share of $100,000 when you can steal it?”

Creative Execution

Typical boring sales promotions give one or two people the chance of winning something. But no one really believes they have a shot and there’s no skill involved. V Robbers worked because it engaged an apathetic audience, appealed to their rebellious side, and tapped into their love of online gaming and competition. Players were deeply engaged staying up all hours of the day and night to find the right time to steal off others or to protect their own stash. The game required constant monitoring and naturally V Energy was there to fuel players game play.

Describe the creative solution to the brief/objective.

V Robbers was an online promotion where consumers played to steal their share of $100,000. Players would begin their life of crime by assuming an alias, complete with webcam mugshot, before being allocated a hideout in the online city. Using special codes off V cans, players would accumulate points that let them steal money off other V Robbers, or protect their own cash. Players spent hours forming strategies to either steal or protect. We drove behavior by posting the Most Wanted players on a weekly TV crime report, in social media, and on outdoor advertising, fuelling the crime wave.

Results

V Robbers drove deep consumer engagement over 8 weeks: • 123,585 Robberies • Over 900 winners • $3,024,544 total cash stolen • Total time played was 6,796 hours (283 days) • With an average time on site of over 23 minutes • Facebook engagement grew by 174% And that engagement delivered sales growth. Against heavy discounting by the world's biggest energy drink, Red Bull, V Robbers drove a 12% lift in sales in NZ's biggest convenience channel.

Credits

Name Company Position
Cormac Van Den Hoofdakker Frucor Beverages Ltd Senior Brand Manager
Luke Rive Frucor Beverages Ltd Marketing Manager
Zac Stephenson/Nick Dykes Omd Media Strategist
Erin O'connell/Reks Koks Colenso Bbdo Mac Operator
Josh Yee Colenso Bbdo Digital Developer
Matt Visser Colenso Bbdo Flash Developer
Craig Macgregor Colenso Bbdo Senior Web Developer
Paul Headington Colenso Bbdo Technical Director
Andy Mcleish Colenso Bbdo Head Of Planning
Eileen Cosgrove-Moloney Colenso Bbdo Account Executive
Matt Frost Colenso Bbdo Account Manager
Samantha Parsons Colenso Bbdo Account Director
Tim Ellis Colenso Bbdo Group Account Director
Emma Tait/James Mcmullan Colenso Bbdo Digital Producer
Lachlan Palmer-Hubbard Colenso Bbdo Art Director
Mike Hammond Colenso Bbdo Art Director
Graeme Clarke Colenso Bbdo Copywriter
Aaron Turk Colenso Bbdo Creative Director
Nick Worthington Colenso Bbdo Creative Chairman