Body motion sends V through the roof
Since 1997, V has developed a strong #1 position in the New Zealand energy drinks market, with over 50% share. Recently though, this market has transformed significantly with hungry, disruptive competitors looking to attack V every step of the way.
But simply defending its market leader position is not V’s style. Alongside more traditional sales growth and positive brand measures, they looked to actively chase consumer engagement, which is a hard ask for an FMCG brand.
V’s target audience are fickle 18–24 year olds – hard to impress, into music and very tech-savvy. Engaging with this group year-on-year is an enormous challenge. This meant delivering a project that spoke to some of the core interests of their audience – music and technology. And it had to be impressive.
In April 2012, V began one of the most innovative technology projects on the planet. A team of technology developers, audio engineers, visual artists, dancers, musicians and New Zealand music producer Joel Little was assembled and given a challenge: to create a piece of music using the body’s movement. This was The V Motion Project – a demonstration of the functional benefit of the product: V gives you the energy to do extraordinary things.
Focusing on driving consumer engagement, 8 webisodes were released over a period of 16 weeks documenting the team’s journey towards their objective. This not only gave the public and media a behind-the-scenes look, but also drove sustained engagement, talkability and anticipation.
On 16 June, The V Motion Project went live with an unannounced live performance and showcase of the technology in downtown Auckland. The event was covered on national TV, talked about on radio, witnessed by hundreds of spectators and uploaded from mobile phones to social channels and blogs around the world.
The experience was recorded and the content used in TVCs, digital banners, Facebook ads, video pre-rolls, additional webisodes and finally in a full-length music video. Across all media, the call to action was to follow the journey on the V website.
The results are staggering. Engagement with v.co.nz rose by nearly 1000%, far exceeding expectations. This lift in visitation was sustained over a 4-month period through clever use of staggered content releases to the site showing the progress of tech development and music video production. The project’s webisodes, TVCs and music video have reached more than 1.8 million views across YouTube, Vimeo, Twitter and Facebook.
The V Motion Project has received international recognition from many sources, labelling the project “The future of dance music” (The Huffington Post) and an “Amazing installation” (Microsoft).