Objectives
- Develop a music initiative for V Energy drink to align the brand with independent music
- Target student/youth market via interactive on campus activity
- Increase popularity of V energy drink on campus maintaining leading market share
Activity
- National tour of ‘V Turn Up Hear More’ Stage to campuses across the country
- Events featured headline acts: Sneaky Sound System, The Casanovas and Something With Numbers
- Consumer Point of Sale promotion featuring free mobile content giveaways via bluetooth units
- At event branding, product placement and premium item giveaways
Communication
- National publicity campaign to support activity
- National pole poster campaign
- Online promotional and editorial activity
- National print campaign in student/street media
Results
- Well attended lunch time events (over 20,000 attendees nationally)
- Successful PR campaign raising awareness and credibility of V on campus
- Extremely successful cut-through achieved amongst target audience and opinion formers
