V – The Peoples' Republic of V
Category: FMCGAgency: Colenso BBDOAdvertiser: VCampaign: The Peoples' Republic of V
SUMMARY
In 2007, as V turned 10, the energy drink was becoming passé to its biggest consumers – 18–24 year-olds.
Colenso BBDO and V made the bold call to pull all above-the-line brand advertising and build a community to have an exclusive brand conversation / brand experience with.
The results:
Over 15,000 people are members of the Republic of V
55% of 18–24s are aware of the Republic
Thousands of V drinkers engaged with the brand...