V is the energy drink from Down Under, imported to Sweden by Spendrups. As a new player on the Swedish market, it wants to become an alternative to Red Bull.
Blended from natural guarana, V stands for ”vitalize” – to give power, energy, and strength. It’s loaded with an Australian mindset and carefree approach to the challenges of life. But how do we tell our brand story to young Swedish people?
Our task was to launch the Australian energy drink ”V” with the global concept: No regrets, mate. The concept is about not regretting what you did, but what you didn’t do. It’s also about the Australian lifestyle and attitude towards challenges. The objective was to make V become a fun, social and experiential brand that’s more laid back and relevant to young people.
Swedes are typically quite reluctant to step outside their comfort zone to try new and more daring things. But once they do, they really enjoy the experience. What they need are a motivational mindset and a positive reinforcement.
Secretly writing funny messages on a friend’s Facebook page is a well-known phenomenon. Now, there’s no need to be sneaky.
Our idea was to get the stiff Swedes to be more like Australians: easy-going av worry-free. With an innovative Facebook app, we gave them the biggest challenge ever: switch Facebook account with a friend for one hour and do exactly what you want – write jokes, notes or post off-the-wall comments. There’s only one catch: your friend can update your Facebook page the same time… No regrets, mate.
After one hour, everything is back to normal again. No passwords are given out and neither one of the friends can gain access to the other’s private messages and settings.
The funniest update won a trip to Australia.
- The campaign completed with a amount of 16.494 plays!
- The average dwell time was strong across the campaign at 78.1 seconds (film length 90 seconds) while the completion rate was also high with almost 65.58 % of all viewers watching the video to the end.