V Energy launches ‘how to’ guide for millennials ‘V Skills’ part of new campaign via TKT Sydney
V Energy via TKT Sydney has enlisted some of Australia’s finest content producers to help launch its latest blockbuster campaign, V Skills.
Aimed at giving millennials some of the vital life-skills overlooked by a modern day education, the V Skills campaign is a series of ‘how to’ videos created by TKT Sydney (a Clemenger Group company) and produced alongside some of Australia’s leading influencer talent.
Built off V Energy’s brand platform ‘the Massive Hit that improves you a bit’, the latest work to come out of the V shed reinforces the brand’s commitment to helping people be “a bit better” at life.
The campaign is a modern-day ‘how to’ on just about everything from: ‘how to fold a fitted sheet’, ‘how to apply sunscreen’, ‘how to smokebomb a party,’ to critical pointers like ‘picking llamas from Alpacas,’ and, ‘resolving conflict’.
Says Andy Fenwick, marketing manager, Frucor: “This campaign comes from the insight that while millennials have access to unfathomable technologies and seas of information, they sometimes fail to reach their full potential at some of the more practical life skills – like, how to fill out a tax return or roll-start a 1998 Toyota Corolla.
“The more people we spoke to the more we heard that they wanted a few life hacks to be a bit better at a range of different things that they are not taught at school or university. I think we’ve struck a really nice balance working with some amazing talent to deliver a suite of 24 skills that delivers the utility in an entertaining way which will really cut through to make sure everyone can grab a V and become a bit better.”
The V Skills- 24 essential skills in total – are delivered through 14 million printed cans as well as Snapchat videos, street murals, GIFs, outdoor billboards, and YouTube videos. In an Australian first, the cans also feature a Snapcode enabling fans to unlock exclusive content.
Not averse to taking risks to connect with the millennial market, V Energy’s latest venture builds on the brand’s 2016 campaign success stories including a major collaboration with film franchise X-Men starring US actor Evan Peters (Quicksilver) and the launch of V Adnotes – an ad blocker created to stop students from drifting from their study.
Says Ben Clare and Brendan Willenberg, creative directors, TKT Sydney: “The strength of our latest campaign with Frucor really comes down to the incredible partners we commissioned to develop this work.
“Our content partners have delivered so much more than we could have ever anticipated – from Edwin de Swardt’s trippy animations, through to RackaRacka’s insane guide to smoke bombing, Infinity Squared’s take on ‘conflict resolution’ and everything Aunty Donna touches.
“It’s a suite of first rate content that is testament to their understanding that V Energy has with our target audience.”
Client: V Energy – Frucor Australia
Marketing Director: Mark Wiedermann
Marketing Manager: Craig Harkness
Marketing Manager: Andrew Fenwick
Head of V Energy: Karl Davies
Assistant Brand Manager: Alana Lucci
Creative Agency: TKT Sydney, a Clemenger Group agency
Executive Creative Director: Paul Nagy
Creative Directors: Brendan Willenberg & Ben Clare
Senior Creatives: Ollie Beeston & James Beswick
Founding Director: Cate Stuart-Robertson
Senior Account Director: Hanne Haugen
Senior Account Manager: Marshall Campbell
Head of Planning: Rob Dougan
Head of Design: Dan Mortensen
Creative Agency Producer: John Pannocchia
Public Relations Group Account Director: Phillipa Thomas
Media Partner: OMD
V Skills Production Partners
– Aunty Donna
– Dion Rich
– Robin Sung- Flare BBDO
– RackaRacka
– Edwin de Swardt
– Ed Copestick
– Roberto Zambrano
– Kapwa Studioworks
– Infinity 2/Dan Reisinger
– Ollie Beeston and James Beswick, TKT
8 Comments
“Your mum tastes like freedom!”
Maybe the agency should drink more V to improve their ideas a bit. This is like a recycled version of their cat hacks stuff.
Hey suggestion. Here’s a suggestion. Stop being a rough nut.
Great stuff Ollie!
Fresh. I like it.
One of the most creative things I’ve seen on CB in years. ‘F*cking A’ team.
Great scripts, great scope, great Scott. The acting is top notch, the frontmen were hilarious. And it’s made in Australia.
Wonders never cease.
Mostly boring. I needed about 15 cans of V just to stay awake watching all of the bad ones. Was this the strategy?
Anyone else notice the blatant rip off of Supreme’s fairly distinct logo?