v energy drink

V Energy Drink

Carl Burgmann & Nicole HedemannPublicis Mojo10th February 2012

Tuesday, 14 February 2012

RECAP OF BRIEF Tap into the emergence of new platforms, technologies and applications.

Facilitate unexpected, fun and enriching social encounters.

Power the moment with mates and turn it into something unexpected, cool and memorable.


IDEA“V YOUR WORLD”

•V Energy Drink becomes the catalyst for powering social online encounters.

•We amplify ordinary moments online and transform them into something exhilarating.

•We provide fans with the opportunity to identify dull or ordinary moments and transform them into moments packed full of adrenaline and action.

This idea will be broken down into three phases. 1. ENHANCE your moments2. AMPLIFY the ordinary3. LIVE the V


TACTIC PRINCIPLEReal time analytics

At every phase during the campaign we will be able to monitor, track and analyse behaviours. Which will allow us to identify patterns or trends so that we can optimise activity during the campaign. This will ensure that V remains ahead of the game and achieves objectives that were set in the beginning. .

With the overall aim to providing our consumers with opportunities to make ordinary moments ‘cool & memorable’ thanks to V!


Phase 1

ENHANCE your moments


1. ENHANCE your moments

We want online users to add V to every day (online) moments. From the ordinary moments at work, to the times ‘just hanging with your mates’, we will empower you to add V to your World.

This is the introduction phase of the hashtag #VyourWorld

We will scout existing social communities to gauge what makes moments memorable for our target. We will then begin to fuel these moments and provide consumers with prizes (instant gratification and ‘surprise and delight’ tactic) that will enhance ordinary moments and transform them into extraordinary.


Execution

In the early stages it is important that we don’t look like we are trying to force our hand at being the catalyst of ‘cool’ memorable moments.

To ensure a low profile is maintained we will randomly hand out prizes within our existing communities such as Facebook, Twitter and email/website and provide consumers with free downloads through the inclusion of a QR code on the can. The flexibility that a QR code provides is that we can change the landing page and the redeemable prize often and without any impact on the production of and supply of product. For example music tracks or i-phoneography filters downloadable through a QR code on the can. Or a lucky user receives a real smoke machine for parties or paintball battles.

1. ENHANCE your moments


Phase 2

AMPLIFY the Ordinary


V Energy Drink will revolutionise the way fans experience and share their moments on social platforms. Leveraging current content platforms such as Gaming Forums, Pinterest, Instagram, Twitter, Flickr, YouTube & Facebook we will prompt fans to ‘V your World’.

Collating and bringing all content (owned or sourced) onto a dashboard within the V site. This will be launched as the ‘V Vault’.

The V Vault is an online tagging and enhancing tool (browser bookmarklet, mobile and web app) that will allow fans to pick and upload ordinary moments (text, image & video). Tagging the content they find that is V worthy and facilitate social interactions amongst their peers and our online community.

The online tagging tool V Energy Drink will allow our target audience to add energy and adrenaline to their moments. This ‘always on’ environment ensures that content is regularly updated and users remain engaged.

2. AMPLIFY the Ordinary


Execution

V Vault Pin - will allow fans to capture content across the net. ‘V’ it and share on their own V Vault dashboard on the V Hub. Fans will be able to scroll through existing content that has been uploaded on popular content platforms (Pinterest, Flickr, YouTube etc) ‘V’ it have the content uploaded into the V Vault.

Facebook - our app will turn ordinary snaps into photos that look energetic, fun & exciting. Fans will then be able to share their transformed photos with their social connections.

2. AMPLIFY the Ordinary


Phase 3

LIVE the V


Now it is time to bring together ... what we learnt in phase 1 and ... what we enabled people to do in phase 2.

To extend the activity further and provide fans with an exhilarating, interactive experience we want to create events for our fans. We want to turn their memorable online moments (from the V Vault) into something ‘real’ and unforgettable they can experience together with their friends.

Allowing fans to have their ordinary moments transformed will allow V to illustrate to the public how they are the catalyst for memorable ‘cool’ moments.

3. LIVE the V


Execution

Through the selection of moments from the ‘V Vault’ and the available technology such as projection mapping, face recognition, gestural interfaces and augmented reality we will be able to immerse the fan and re-create their moment into a truly unforgettable experience.

Through the use of projection mapping and other technologies at ‘live’ events at hero venues across Australia we want to invite our fans to become immersed in their chosen moment.

Fan moments such a ‘gaming’ or hanging out with mates will be transformed from the ordinary into the extraordinary.

Live events will be used to showcase how V are the catalysts for re-creating ordinary moments and making them exhilarating, cool & memorable.

3. LIVE the V


=V your World

Amplify the Ordinary

Live the VEnhance your moments


v energy drink

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