Agency: Vizeum / The Story Lab
Advertiser: Vodka Cruiser
Category: X. Media Led Idea
The challenge was big - get a generation (the notorious millennials at that) to connect with a legacy brand that held the stigma of 'uncool / too young for me' to now be perceived as 'a brand I'd like to be seen with'.
Our answer, VCTV - a category first innovation at the intersection of creativity and digital smarts. A fast and funny chat show streamed weekly on Facebook LIVE. We took the platform into unexplored territory, changing its usage to 'interactive TV.
We not only managed to change perceptions, but also tripled sales. All amidst a shrinking category, reduced media investment and a society that's re-thinking its love affair with alcohol.
Total Campaign Expenditure:
Vodka Cruiser is typically active in paid media every year only during the three key summer months (October to December).