Title | V SKILLS |
Brand | FRUCOR AUSTRALIA |
Product / Service | BEVERAGES |
Category | A14. Excellence in Partnerships for Branded Content |
Entrant | CLEMENGER BBDO SYDNEY, AUSTRALIA |
Idea Creation | CLEMENGER BBDO SYDNEY, AUSTRALIA |
Idea Creation 2 | TKT SYDNEY, AUSTRALIA |
Production | CLEMENGER BBDO MELBOURNE, AUSTRALIA |
Production 2 | AUNTY DONNA Sydney, AUSTRALIA |
Production 3 | RACKARACKA Adelaide, AUSTRALIA |
Production 4 | EDWARD COPESTICK Sydney, AUSTRALIA |
Production 5 | KAPWA STUDIOWORKS Sydney, AUSTRALIA |
Additional Company | EDWIN DE SWARDT Cape Town, SOUTH AFRICA |
Additional Company 2 | INFINITY SQUARED Sydney, AUSTRALIA |
Name | Company | Position |
---|---|---|
Paul Nagy | TKT Sydney | Executive Creative Director |
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 |
John Pannochia | TKT Sydney | Creative Agency Producer |
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 |
Daniel Mortensen | TKT Sydney | Head of Craft |
Anthony Tiernan | Pitchfork | Senior Sound Engineer |
Phillipa Thomas | TKT Sydney | Public Relations Group Account Director |
V Skills. 24 essential life lessons printed on 14 million cans across the country. A simple scan of the can with a smartphone unlocked an entertaining how-to guide on everything school forgot to teach you.
24 branded content videos, co-created with a variety of directors, production companies and notable influencers relevant to our target demographic. Our partners included sketch comedy trio Aunty Donna and action-film directing duo and YouTube sensations RackaRacka, Oscar nominated animator Robertino Zambrano. With a wide variety of skills, including ‘folding a fitted sheet’, ‘smoke-bombing’, ‘applying sunscreen, ‘whistling’, ‘escaping alien abduction, ‘saving dollars’, ‘detecting lies’, ‘jumping over stuff’, ‘taking a selfie’ and many more, there was something to help everyone be a bit better at life.
Over 30 million video views of skills content globally. 5.5 million YouTube impressions and reached over 1.7 million 18-24 year olds on Facebook, accounting for approximately 65% of the total Facebook audience for this demographic. With Facebook penetration recorded at 99% for this age bracket, this would mean that almost every 18-24 year old in Australia would have seen at least one V Skills video. 1060% increase in engagement with the V brand on Facebook, with the sentiment towards the campaign overwhelmingly positive. Most importantly, sales jumped 11% over the campaign period.
By teaming up with popular content creators our audience love, and existing on Millennials turf - the internet - we created a suite of non-addy 'how-to' videos that demonstrated our brand promise in a fresh, relevant way. Without censorship or shameless product placement, we brought our audience a series of useful and ultra sharable tutorials that spoke their language.
Whilst the brand appeals to Millennials who are frequent drinkers, light drinkers are a bit more skeptical. To them, energy drinks are a necessary evil, so we needed to show them just how necessary we could be. So we decided to live our brand promise of being 'The Massive Hit That Improves You A Bit' by creating content that would marginally increase their day to day skills.