V SKILLS - SMOKE BOMBING

Bronze Spike Campaign
TitleV SKILLS - SMOKE BOMBING
ClientFRUCOR AUSTRALIA
Product / ServiceBEVERAGES
CategoryD03. Webisodes / Series
2 of 2 Campaign
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

The Campaign

V Skills. A series of 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

"Be a bit better at smoke bombing" is a 'how to' video with a few essential tips on how to leave a party without being noticed. It is one of 24 branded content videos, co-created with a variety of directors, production companies and notable influencers relevant to our target demographic, including sketch comedy trio Aunty Donna and action-film directing duo and YouTube sensations RackaRacka. With a wide variety of skills, including ‘folding a fitted sheet’, ‘applying sunscreen', ‘whistling’, ‘escaping alien abduction, ‘saving dollars’, ‘detecting lies’, ‘jumping over stuff’, ‘taking a selfie’ and many more, there is something to help everyone be a bit better at life.

The campaign achieved: 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.

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
Marshall Campbell TKT Sydney Account Manager
Links
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