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V Energy Drink
A media campaign for PHD/OMD
TARGET AUDIENCE
Music
Experience
Social
Success
Young
OBJECTIVES
Business Objective:
Support acquisition and retention of On Premise accounts delivering channel net sales value of $1 million in 2015, rising to $5 million net sales value in 2017.
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Band Objective:
Increase brand penetration of 18-24yo from 3.2% to match Red Bull by 2017.
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Communication Objectives:
Increase image attribute "Brand I want to be seen drinking" up from 20% to 25%.
Ambition to be the number one consumer brand in Australia associated with dance music by 2017.
INSIGHTS & STRATEGY
Idea
V-Tunes
Having found that people consume Energy drinks in the same circumstances as they do music we decided to play on that connection and
TUNES
MEDIA CHANNELS
MEASUREMENT & EVALUATION
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