Title | V SKILLS - SMOKE BOMBING |
Brand | FRUCOR AUSTRALIA |
Product / Service | BEVERAGES |
Category | D03. Webisodes / Series |
2 of 2 Campaign | |
Entrant | CLEMENGER 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 |
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 |
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.
"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.
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