V Energy: The V Motion Project

Colenso BBDO/Proximity New Zealand

Entry Information

Country where program ran: New Zealand
Program start date: 06/29/12
Program end date: 09/28/12
Advertiser/Client Name:
Product/Service Description: V Energy (V) is New Zealand's most popular energy drink. It is sold in dairies, supermarkets and service stations nationwide.
Category: Consumer Products (CP)

Strategy

Business problem

V Energy (V) has worked hard to develop a strong number 1 market position in the New Zealand energy drinks market, with over 50% share. Recently though, this market has transformed significantly, seeing many new entrants appear on fridge shelves. These competitors are hungry, disruptive, and look to attack V every step of the way. V's target audience are fickle 18 – 24 year olds – hard to impress, the challenge to engage with this group year on year is enormous. We know that they're dismissive of traditional advertising with just 18% believing advertising messages. They are also contemptuous about brands and although a few visit the V website, it is only a small hard core group who will regularly seek out what V has to say. From recent research, we know they're heavily into music and technology. With market place pressure and an audience that's always skeptical about advertising messages, V is constantly looking for new strategies.