V Energy drinks engage audience online with RAW

12May09

Here’s an example a consumer brand utilising some creative thinking and alternative marketing  to reach their younger target demographic.

In 2007 V Energy drink launched V Raw as a way to bring V’s brand personality as a creative inspiration to life and  allow young Australians to engage, create  and participate with the brand. The core concept was to create a dream job program focused on industries notoriously hard to break into – music, fashion and design.

Since launch, V Energy Drink has placed over 80 young Australians in their dream jobs through the V Raw program, helping them find ‘where they fit’ in creative industries.

However the current economic climate is making it harder for young creatives to get their dream job. Rather than step back, V Energy drink has increased their investment on the program, adding new features to inspire and motivate consumers to follow their dream.

Amongst the new initiatives are a blogsite, V Raw, which can be found at www.itallstartswithv.com.au. The site will be the location where young creatives can land one of 35 new jobs, including an international posting, this year in with creative companies like Universal Music, Channel [V], Vice magazine, Modular Records, Frost* Design and The Glue Society.

To launch the site, V Energy Drink assembled some of Australia’s most respected creative talents to create an entirely original music video clip and track written by the Bumblebeez – “Misfit” is the first of many unique music downloads planned for download via the V Raw site, www.itallstartswithv.com.au.

The site also has behind the scenes looks at the making of the video and interviews with the participants.

This thoughtful campaign launches exclusively on Channel V and MySpace on May 20.

Kudos to V and the team at OMD who helped create the project. This is an excellent example of how brands can use various mediums and some genuine customer insight to really reach out and engage their potential customers. It cleverly positions V Energy drink as a supporter of cool young creatives.

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