V THE MASSIVE HIT THAT IMPROVES YOU A BIT

TitleV THE MASSIVE HIT THAT IMPROVES YOU A BIT
BrandFRUCOR AUSTRALIA
Product / ServiceBEVERAGES
CategoryA01. Creative Effectiveness
EntrantCLEMENGER BBDO SYDNEY, AUSTRALIA
Idea Creation CLEMENGER BBDO SYDNEY, AUSTRALIA
Idea Creation 2 TKT SYDNEY, AUSTRALIA
Production CLEMENGER BBDO SYDNEY, AUSTRALIA
Production 2 TKT SYDNEY, AUSTRALIA

Credits

Name Company Position
Brendan Willenberg TKT Sydney Creative Director
Ben Clare TKT Sydney Creative Director
James Beswick TKT Sydney Senior Copywriter/Creative Lead
Ollie Beeston TKT Sydney Senior Art Director/Creative Lead
Cate Stuart-Robertson TKT Sydney Founding Director
Hanne Haugen TKT Sydney Senior Account Director
Marshall Campbell TKT Sydney Senior Account Manager
Rob Dougan TKT Sydney Planning Director
Marshall Campbell TKT Sydney Senior Account Manager
Rob Harding-Smith TKT Sydney Planner

Brief Explanation

This is the story of a ‘long idea’ that has revitalised the V brand and delivered incredible sales growth that are getting bigger every year the campaign runs. In 2013, the brand’s long-term future was in question, with preference, consideration and brand imagery declining against a backdrop of aggressive competition from a more aspirational Red Bull and a price-cutting Mother. Compounding this, the energy drink category was losing its cool as health and diet took precedence with younger Australians and retailers were screwing down prices across the board. To say that times were tough was an understatement. Enter stage left ‘The Massive Hit that Improves You a Bit’. The campaign offered a refreshingly honest and self-aware counterpoint to the overblown, and over-the-top energy drink category. While Red Bull was skydiving from space we wanted help real people be a slightly better version of themselves. We didn’t sponsor extreme sportspeople or controversial rock stars, but featured characters that our audience could empathise with like narrow shouldered Vikings or rappers with self-esteem issues. Over the lifetime of the campaign our idea has delivered a resurgence in V’s brand metrics seeing significant, double digit increases in all three of V’s most important brand metrics. Most importantly however, the campaign has enabled V charge a premium for the product and driven an increase in profitability. A crucial outcome given the deflationary nature of the category. This campaign proves that a little empathy and a lot of entertainment can compete (and win) against the big budget’s of the big international competitors.