Title | V BATTLE CARTS |
Brand | FRUCOR BEVERAGES |
Product / Service | V ENERGY DRINK |
Category | A09. Use of Social in a Promotional Campaign |
Entrant | COLENSO BBDO Auckland, NEW ZEALAND |
Entrant Company | COLENSO BBDO Auckland, NEW ZEALAND |
Advertising Agency | COLENSO BBDO Auckland, NEW ZEALAND |
Media Agency | OMD Auckland, NEW ZEALAND |
Name | Company | Position |
---|---|---|
Nick Worthington | Colenso BBDO | Creative Chairman |
Aaron Turk | Colenso BBDO | Digital Creative Director |
Beth O'brien | Colenso BBDO | Art Director |
Jesse Stevens | Colenso BBDO | Copywriter |
Tim Ellis | Colenso BBDO | Group Account Director |
Samantha Parsons | Colenso BBDO | Account Director |
Nicky Garland | Colenso BBDO | Project Manager |
James Mason | Colenso BBDO | Account Manager |
Chloe Fagence | Colenso BBDO | Account Executive |
Andy Mcleish | Colenso BBDO | Planner |
Paul Courtney | Colenso BBDO | Executive Producer |
Scott Chapman | Colenso BBDO | Senior Producer |
Lucy Grigg | Colenso BBDO | Account Director |
Mike Hammond | Colenso BBDO | Editor |
Paul Gunn | Colenso BBDO | Head Of Experiential/Pr |
Luke Rive | Frucor Beverages | Marketing Manager |
Cormac Van Den Hoofdakker | Frucor Beverages | Senior Brand Manager |
Zac Stephenson | OMD | Media Strategist |
James Boult | Beat PR | Pr |
Greg Skinner | Rollercoaster Design | Cart Build |
V Energy is New Zealand’s leading energy drink with over 50% market share - despite the best intentions of global giant Red Bull. V has such large awareness (98%), that traditional advertising campaigns are irrelevant to its cynical young male (18-24yr) target audience. So rather than push out broad reach ATL advertising, V used its highly engaged Facebook community to invite their friends to participate in their latest campaign. V’s objective was straightforward – engage its social audience to target their friends and recruit new consumers through the game of V Battle Carts!
“How to improve the game of golf” – by V Energy 1: Remove everything boring. 2: Realise there’s nothing left but golf carts. 3: Give the carts new suspension, grunty engines and roll cages, disguise them as golf balls, then set them loose on a pristine golf course. 4. The result is V Battle Carts! A socially led campaign that put V fans in the driver’s seat.
V Energy Facebook fans created 76 Battle Carts events. • Those fans invited 72,918 friends to join them. • And those people helped V Energy reach 1,155,029 Facebook fans (25% of NZ’s total population). • This social reach was larger than the total energy drink audience of NZ (Source: Neilsen) A Facebook fan in a town called Matamata was the winner. The event was so popular that 23% of the town’s population signed up to attend. On average, each person who attended drank almost 8 cans of V Energy! This shows the power of a social community in recruiting more loyal consumers.
“V Battle Carts” was a social media led campaign where V’s Facebook community competed to host an event where their friends could drive the Battle Carts in a day of lawn-ruining action. Each person invited a minimum of 200 friends to attend. The objective was to use V Energy’s highly engaged social community to recruit others to participate with the brand.