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GOLD WINNER: V-Energy Drink, V-Raw
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Time Period of Campaign: 2008
Key Insights: Consumers aged 18-24 have great dreams and ambitions as they embark on their career path. Yet, this group is often frustrated by first job opportunities and would prefer “to work to live, rather than live to work.”
The program was called V-Raw in that it aimed to uncover raw talent and help young Australians get a foot in the door.
Media Strategy: At the heart of V-Raw were real job opportunities, including 60 never-to-be-advertised positions with companies like Channel V, Billabong and Cosmopolitan. These jobs were a mix of internships, paid positions and freelance placements. The jobs were advertised anywhere we could find the target, including: online (MySpace, Trend Websites, Youth E-Newsletters), Pay TV, Digital Screens (Bluetooth-enable), Newspapers and Design Colleges. Ads directed consumers to the MySpace site, where they could view a video description of the job opportunity from the prospective employer. They could also upload their CV in a creative way, such as through video.
How Could this be a Template for Other Campaigns or for World Class Standards? The campaign dramatically changed V’s approach to communications; online will now be the cornerstone of the brand’s activity when working to connect with this target. The idea allowed the brand permission into social networks and harnessed the advantages of being present in the space. By actually delivering jobs, it built true credibility and made good on the brand’s promise to help consumers get a foot in the door.
Results: The V-Raw campaign contributed to the brand’s strongest sales in 3 years, and surpassed all budget targets. Millward Brown research demonstrated that people thought differently about the brand as a result of the jobs association. It also generated tremendous PR through online blogs, Facebook and word-of-mouth—all of which resonated favorably with the target.