CLIENT
Vodka Cruiser
Michael Edmonds, General Manager Marketing ANZ
Virginia Woodger, Group Category Manager RTDs
Stacey Lowther, Category Manager Light RTDs
AGENCY
Aliya Hasan , Head Of Strategy
Davor Vilusic , National Head Of Digital
Lee Foster , Digital Director
Tom MacKenzie , Social Media Manager
Chris Heywood , Head of Creative
Ayesha Islam , Senior Account Manager
Clalla Morishita , Art Director
Donna Sutherland , Senior Project Manager
Maryke Bishop , Production Manager
Sarah Jane Sands , Producer
Tim Melville , Video Director
SUMMARY
The challenge was big- get a generation (the notorious millennials at that) to connect with a legacy brand that held the stigma of 'uncool / too young for me' to now be perceived as ‘a brand I'd like to be seen with'.
Our answer, VCTV- a category first innovation at the intersection of creativity and digital smarts. A fast and funny chat show streamed weekly on Facebook LIVE. We took the platform into unexplored territory, changing its usage to 'interactive TV'
We not only managed to change perceptions, but also tripled sales. All amidst a shrinking category, reduced media investment and a society that's re-thinking its love affair with alcohol.
