Brief

Energy Drink Market is exponentially growing and V needs to shift its perception to capitalise market share.

Redbull and Monster currently compete V and hold a strong share.

Lets find how we can drive V above all others with Digital innovation.

Existing Brand Assets

Music sponsorship across major outdoor events V Enegry green room at music events Facebook interaction to 300 K fans Gaming space audience – call of duty MW3

Brand attributesFreedom to do extraordinary and different with matesUnexpected CoolMemorable

Competitive Branding spaceExtreme Sports – performance oriented niche sports

Sports Music athletes & monster girls – everything

but nothing specific

Whats V’s territory then ?????

Solution

Music

Catalyst

FunV - iPhone/ smart

phone App

Digital scope

Nightclub comparison and ratings + feeds

Fun Excitement

Catalyst

Unexpected new social encounters

• 2 Main features • Feature 1 – Integrating music to V across ANZ

1. Provide information on Nightclubs and party venues 1. Comparison and ratings2. Music played by genre, DJ’s3. % Occupied (60% chicks checked in)4. Heat (% dance floor occupied)

2. User Interface 1. Ratings – Users can rate each they check out of a club OR Next day morning if they

are twisted and hung-over 2. Provide live feeds , pictures & vidoes to share with others on the VIP app3. Browse any other happening club around from the app (refer to live feeds from

others , chicks checkin in, Heat etc)

3. Engage more and gain more rewards – Points free passes etc 4. Show off on Social networks – optional

• Feature 2 – Bringing V the instinct out 1. User creates a ‘wannabe’ avatar profile without real names (shhh)

with different likings

1. Type of music

2. Dance

3. Favourites

4. Likings

2. The app will auto search a SURPIRSE match in the same night club OR venue for an EXCITING UNEXPECTED NEW ENCOUNTER.

3. You can choose and deny or search more. One can choose to disclose real identity out from the Avatar and SHOW OFF on Facebook, Twitter other socials

Why VIP The APP provides a platform to get live feeds about other happening clubs around in any city

All these VIP users will be cool VIPs to get offers for music events sponsored by V

Discounts on different V nightclub promotions

Get update on new music events and DJs playing in town

First to get access to artists playing in town

Overal – a Music Temple to be part of

Media strategy

Stage 1 - Launch VIPImprint VIP on V cans for users to notice Active feed on Facebook page Cost – 200,000 for app building and small activations

Let the app roll on its own, no display search youtube etc to understand potential and success

Stage 2 Should take it ahead from stage 1, depending on the content generated, buzz spread and use it for further engagement.

Social Media Share now

26,542,410

351,000

14,078,802 Redbull

65%

V

1%

Monster

34%

Social Media Share post after VIP app

15,000,000

35% V share

65% other drinks

Mission Accomplished