Get heard… above the herd

Carling Glenfiddich Balvenie Vintage
V Reef Vitasoy Remy Martin


Client: V, Australia

Campaign Overview: Youth tribal marketing campaign to promote V energy drink

A strong competitor to Red Bull in Asia Pacific, V undertook an aggressive tribal marketing campaign to maintain its competitive edge.

The brand had a strong market presence due to a large television advertising campaign, but required PR to focus on publicity and ambient media.

The campaign focused on tribes including students, gays, surfers, music festival goers and city workers. Sponsorship was negotiated for some of the highest profile events in Australia including Mardi Gras, Big Day Out and Vibes music festivals.

In addition, the brand was the major sponsor of ‘Leg Up’ an online school bands competition run by Channel V.

V also sponsored the premiere of Vertical Limit starring Chris O’Donnell and directed by Martin Campbell. This took the form of a huge celebrity event held at Sydney’s Fox Studios including an after show party in Tank, the city’s newest club.