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V Pocket Rocket - Frucor Beverages

RSVP Gold, Customer Engagement

Issue 18 | March 2011

Agency

Colenso BBDO

Production Team

Angela Watson, Nick Worthington, James Hurman, Karl Fleet, Jen Storey, Jessica Blake, Dave Munn, Jo Wealleans, Stefanie Robertson, Tim Ellis

Other Credits

Iaan Buchanan, Sean Wiggans, Joel Reichardt, Debbie Fell, Ursla Wiig, Aisha Daji Punga

Background

With a highly progressive campaign built on fresh insight, V made its way further into the conversations and behaviour of young New Zealanders in 2010.

Idea

To launch the new energy shot from V called Pocket Rocket, the agency started placing traffic cones on various landmarks and hard-to-reach places round Auckland, culminating in the placement of a cone on the top of the 328-metre tall Sky Tower by a man with a hydrogen-powered rocket-pack on his back.

The audacity of the stunt meant it got picked up by the TV News as well as by bloiggers and omnline news sites.

Results

The campaign brought V domination of the new ‘energy shot’ segment despite being last to market. It drove a huge increase in sales across all other V products, delivering 33% volume growth during the campaign period and contributing to a share increase of four points in a growing category. The campaign significantly improved the brand’s levels of ‘cool’, preference, engagement and conversation among its target, stealing V’s biggest ever march on Red Bull and recorded its highest ever NZ scores on multiple communications measures.

In a recession, the campaign delivered an ROI of $2.81 on every $1.00 spent.

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