Frucor launches ‘V Rentals’ for V Energy Drink in new campaign via Clemenger BBDO Sydney

June 25 2012, 10:37 am | BY Lynchy | 32 Comments

vrentals_pos3_small.jpgFrucor’s V Energy Drink has launched  V Rentals – a ‘company’ set up by V Energy drink offering consumers an array of experiences that will make the everyday more awesome for them and their friends.

By drinking cans of V, people can collect barcodes to trial unique experiences with their mates such as a monkey butler to serve you chips and V; a mini-you; a unicorn chauffeur; a fixie farthing; a pimped-out jacuzzi truck to hold the ultimate party; and bodybuilder removalists to help with the heavy lifting.

New experiences will be rolled out as they become available, including a personal heralder who announces your arrival (at anything) and a cute puppy wingman to make you more attractive to the ladies.

VIEW THE SPOT

VIEW THE MONKEY BUTLER 15 SEC SPOT

VIEW THE ICE ARTISTS 15 SEC SPOT

VIEW THE HERALDER 15 SEC SPOT

VIEW THE BODY BUILDERS 15 SEC SPOT

View the webisodes via the website

vrentals_pos2_small.jpgCreated by Clemenger BBDO Sydney, the $4.5 million campaign is fronted by charismatic entrepreneur Glen Gibbons, who has handpicked the ‘money can’t buy’ experiences to share with loyal V customers. The 60-second commercial launched nationally last night (Sunday June 24) on free-to-air TV and will be followed by four 15-second TVCs, including a Glen Gibbons Dance Off with the ‘Monkey Butler’ named Bubbles.

Frucor Australia marketing director, Cameron Davidson, says this campaign is delivering a promise that only V can deliver.

Says Davidson: “Brands today can’t just say, they have to vrentals_pos1.jpgdo, but you have to do in a way that only your brand can.

“You have to go beyond advertising and create experiences and memories that brings your product and brand promise to life. If you’re a brand that’s promising high energy, then your campaign has to deliver on that energy.”

Paul Nagy, executive creative director of Clemenger BBDO Sydney, says the agency is fortunate to have a client who understands that one of the most powerful ways to build a brand is not just to project a point-of-view, but to actually demonstrate it.

Says Nagy: “With this new ‘company’, V Rentals, we’ll be making every day more awesome for our V-drinking customers in the real world.

“I am personally looking forward to renting the heralder … I’m hoping it will give me a little more presence at meetings. Or at home.”

A series of documentary style webisodes have been created, with new episodes to be released online over for the next six months. These follow Glen’s experiences running V Rentals, along with those of his casting directors, Dave Collins from The Umbilical Brothers and stand-up comedian, Paul Ayre.

The campaign kicks off with a competition where people compete for a chance to trial one of the rentals. They go to v-rentals.com and enter the barcode from their V, and in 57-words or less say why one of the rentals will make their everyday more awesome. Starting June 24, it ends at midnight of September 8 with the prizes expected to be used by Christmas 2012.

It will also be supported by point-of-sale, Facebook activity, online display ads and the bespoke webisodes.

Hungryman’s Jim Hosking, who is represented in Australia by Prodigy, directed the TVC component of the campaign.

Hosking says he was attracted to this job because the main character was already so juicy on the page and there was a sort of chaotic energy to the way the script was written.

He added: “It was clear the agency wanted something a bit ‘wonky’ and wonky is a place where I can relax and make myself exceptionally comfortable,” he says. “The biggest challenge was shooting in a freezing cold horse pavilion with an above-average quotient of extremely persistent flies. Getting a donkey onto a gold plinth is clearly a distressing business and one not to be entertained on a daily basis.”