[MARKETING] [CASE STUDY]

V Energy Drink
TSG’s association with Frucor Beverages commenced in 1999 as a short-term project over the summer and was extended through to the beginning of 2003.

The original brief for V was to target sub-cultures via a viral marketing campaign. These sub-cultures included dance music, fashion and board sports. TSG was contracted to create V’s position in board sports with a target demographic of 16 – 39 years.

Although the original brief was only for the surf culture targeting the East Coast between Newcastle and Wollongong by the end of its association with V, TSG had exposed the brand to include other extreme sports, such as -

• Snowboarding
• Skateboarding
• Wakeboarding
• BMX and mountain biking
• Wind and kitesurfing,
  

Through TSG contacts and national tours the program was extended to other regions of Australia from the Sunshine Coast (QLD) to Mandurah Beach (WA) and from Menai Skate Park (NSW) to Mount Hotham (VIC).

The following facts are the accumulation of the 2002 TSG V Energy Drink campaign –

DEMOGRAPHIC REACHED
Male and female 10 – 39 years

TSG recognises the emergence and importance of the female demographic in the boardriding culture. In 2002, 48 of the events involved female competitors or were female events.

EVENTS COVERED
145 events in 12 months 12 events per month (average)
In the category of surf events there is a mix of shortboard, longboard, bodyboard, kneeboard, air-shows, boardriders clubs and juniors.

IMPRESSIONS
Event attendance – 38,910
Average event attendance – 3,242 per month

PRODUCT SAMPLING
17,856 units (744 cases) over 12 months
Average 1,500 units (62 cases) per month

EVENT MEDIA
At numerous events TSG utilised the event media and promotional materials to gain and maintain maximum exposure for the client’s product. At the majority of events brand acknowledgment was made via announcements over the event PA and where possible logo placement on event websites.

Media coverage from events included print, email, newsletters, flyers, and some radio.

For the full V energy drink case study click here.