V Energy Drink: V Skills - Smoke Bombing

Credits & Description:

Aimed at giving millennials some of the vital life-skills often overlooked by modern day education, the V Skills campaign is a series of 'how to' videos created by TKT Sydney (a Clemenger Group company) and produced alongside some of Australia's leading influencer talent. Built off V Energy's brand platform 'the Massive Hit that improves you a bit'', the latest work to come out of the V shed reinforces the brand's commitment to helping people be "a bit better" at life. Teaching you how to smoke-bomb a party, avoiding alien abduction, folding a fitted sheet and lots of other super essential skills - this campaign is guaranteed to help improve you a bit.
Media: Web Film
Title: Be A Bit Better At Smoke Bombing
Category: Drinks, non-alcoholic
URL: http://vskills.tv
Client: Frucor Beverages Ltd
Agency: TKT Sydney, a Clemenger Group company
Production: Various Production Companies
Country: Australia
Executive Creative Director: Paul Nagy
Creative Director: Ben Clare
Creative Director: Brendan Willenberg
Creatives: Ollie Beeston and James Beswick
Agency Producer: John Pannocchia
BE A BIT BETTER AT PICKING LLAMAS FROM ALPACAS
Production: Kapwa.
Director: Robertino Zambrano

BE A BIT BETTER AT SMOKE BOMBING
Production: Racka Racka
Directors: Danny Philippou and Michael Philippou
BE A BIT BETTER AT APPLYING SUNSCREEN
Production: Aunty Donna
Directors: Sam Lingham & Max Miller
BE A BIT BETTER AT CONFLICT RESOLUTION
Production: Infinity2
Director: Dan Reisinger
BE A BIT BETTER AT DETECTING LIES
BE A BIT BETTER AT NAILING A SICKIE

Production: Edwin de Swardt
Director: Edwin de Swardt
BE A BIT BETTER AT JUMPING OVER STUFF
BE A BIT BETTER AT GETTING BACKSTAGE
Production: Flare BBDO
Director: Robin Sung
BE A BIT BETTER AT TAKING SELFIES
Production: Woolshed
Directors: Richard Hughes and Caspar Mazzotti
BE A BIT BETTER AT REMEMBERING NAMES


BE A BIT BETTER AT HITTING A BULLSEYE
BE A BIT BETTER AT SAVING $$$
Production:: Hound Films
Director: Ed Copestick



BE A BIT BETTER AT FOLDING A FITTED SHEET
Directors: Richard Hughes and Caspar Mazzotti
Website URL: http://www.vskills.tv
Supporting Webpage: http://agencyawardentries.com/...
Describe the campaign/entry:
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.
Creative Execution:
"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.