V SKILLS

Short List
TitleV SKILLS
ClientFRUCOR AUSTRALIA
Product / ServiceBEVERAGES
CategoryA14. Excellence in Partnerships for Branded Content
EntrantCLEMENGER 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

The Campaign

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.

Creative Execution

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.

Credits

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
Links
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