2008 GRAND PRIX WINNER

TITLE: V-Raw
AGENCY: OMD Fuse
CLIENT: V Energy Drink, Frucor Danone

Sponsored by

OBJECTIVES
Tasked with the challenge of helping V Energy Drink boost its sales, OMD aimed to build on V’s strength as a creative inspiration and stand for something more than energy.

CAMPAIGN
V-Raw tapped into a deep understanding of the target, realising young people everywhere need some help chasing their dream job. The opportunity was for V to step in and help them find those elusive opportunities by creating a jobs program, website and community that inspires them to follow their dreams and achieve their ultimate goals. The program allowed V to partner with credible, desirable GenY brands such as Billabong, Rolling Stone and Universal.

RESULTS
V-Raw improved brand appeal and contributed to the brand’s strongest sales growth in three years –a result made more significant considering the heavily supported launch of Mother by Coca-Cola. The program also generated significant PR and word of mouth both online and offline.

Judges’ comments
V-Raw really goes the extra mile, the judges loved the angles the agency took and the channels they leveraged produced fantastic results.