|Product / Service||BEVERAGES|
|Category||A03. Online: Fiction|
|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 life skills printed on 14 million V cans. We created a suite of non-ad 'how-to' videos that demonstrated our brand promise in a fresh, relevant way. By teaming up with popular content creators and worked without censorship or shameless product placement, to bring our Millennial audience a series of useful and entertaining tutorials that spoke their language.
In Australia, the most crucial skill under the sun is not getting burned by the sun. So we worked with up and coming comedy troupe Aunty Donna to help teach millennials how to apply sunscreen. All the sunscreen. All over each other. Repeatedly. Yep, things got weird.
Applying Sunscreen received over 300,00 views. Part of the campaign that saw 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.
An essential life skill tutorial taken to the extreme (and maybe even further) by a comedy troupe.
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.