|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|
|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.