Why V Energy's marketing manager is using both old and new channels to target Gen Z

Energy drink's marketing leader explains his mix of 20th century marketing with cutting-edge test-and-learn across digital


As the marketing manager for Frucor Beverages’ energy drink, V Energy, Craig Harkness’ target audience includes possibly the world’s hardest-to-reach segment: 18-to-24-year-olds.

But when it comes to getting in front of this thoroughly 21st century audience of highly-distracted screen-hoppers, he’s not afraid to admit he uses a pair of decidedly 20th century media as his main channels: Free-to-air television and cinema advertising.

“We are told all the time about audience fragmentation and how difficult it is to reach those target consumers – the 18 to 24-year olds,” Harkness says. “But I’ve got enough data to show over the last three years how well my brand reacts to having a great world-class piece of advertising in TV and cinema.”

The success of his strategy was demonstrated through V Energy’s most recent execution. Extending from the marketing slogan ‘The Massive Hit That Improves You a Bit’, V Energy’s latest campaign featured the character Quicksilver from 20th Century Fox’s X-Men franchise being replaced by a slightly better version of himself.

Craig Harkness
Craig Harkness


“We had a nine-point jump in consideration and a seven-point jump in preference,” Harkness says. “I would never advocate walking away from big broadcast advertising, because I’ve got the result over the last few years that show we need it. It is incredibly important to our brand health to be on air throughout the year.

“If you buy the big programming, you have everyone watching it. TV is still the number one gadget that people have in their homes, and it is just being smarter about the type of programming you buy into.”

The same goes for cinema advertising – another channel at times derided as being seriously 20th century. “You’ve got a guaranteed audience, and they are usually of the target that you want if you pick the right movies,” Harkness says.

Building a social and digital approach

That said, Harkness says V Energy also has significant spend through digital channels, such as Facebook. Use of that channel has evolved significantly since Harkness joined the company four years ago, when it was being used it to host 30-second adverts.

“We now have to look at what is the two second execution, what is the three second execution, rather than what is the 15 second cut down,” Harkness says. “That is the real challenge we have had to overcome in the last year; that we have to make sure we are serving things at the length that is required.”

Harkness cut his teeth as a marketer working for brewer, Anheuser-Busch InBev, in Scotland, before moving to Australia in 2008 to launch the 5 gum brand here for Wrigley.

Throughout his career, he has developed a test-and-learn approach to marketing that can be seen at V Energy through initiatives such as an early foray into SnapChat.

And in reflection of the somewhat cheeky nature of the brand itself, Harkness is also trialling a form of ad blocking technology in a campaign dubbed V AdNotes, where users can replace on-screen display advertising with their study notes.

Harkness says the campaign provides an alternate method of student outreach beyond standard o-week promotion.

“It’s a solution to talking to students on campus, but also giving something that was of utility that makes them a bit better at studying,” he says.

“We are only pushing it through Facebook advertising to start with, and will see how it goes. But it is an interesting idea and it is all part of this test-and-learn culture we have in our marketing at Frucor.”

The brand has also moved heavily into music sponsorship through the V MoVement dance music festival taking place across multiple venues in Sydney later this year. Harkness says the goal is to eventually take the program nationally.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

Thanks for sharing. You might want to check this website https://lagimcardgame.com/. An up and coming strategic card game wherein the cha...

Pierce Fabreverg

Board games distributor partners with Deliveroo in business strategy pivot

Read more

Such an important campaign, dyslexia certainly need more awareness. Amazing to see the work Code Read is doing. On the same note we are a...

Hugo

New campaign aims to build understanding around scope and impact of dyslexia

Read more

Great Job on this article! It demonstrates how much creativity, strategy and effort actually goes to produce such unique logo and brandin...

Pierce Fabreverg

Does your brand need a personality review? - Brand vision - CMO Australia

Read more

Here’s an article on solving the most complex customer queries without a delay. Hope it helpswww.engati.com/blog/address...

soham

How to manage social media during Covid-19

Read more

Thank you for explaining the rules. This article covers the principles of design, which arrange the elements of art into a composition. ...

Pierce Fabreverg

Reports: Brands have an important role to play during the COVID-19 crisis - if they're useful

Read more

Blog Posts

A few behavioural economics lesson to get your brand on top of the travel list

Understanding the core principles of Behavioural Economics will give players in the travel industry a major competitive advantage when restrictions lift and travellers begin to book again. And there are a few insights in here for the rest of the marketing community, too.

Dan Monheit

Co-founder, Hardhat

Predicting the Future: Marketing science or marketing myth?

Unicorns, the Sunken City of Atlantis, Zeus: They are very famous. So famous in fact, that we often think twice about whether they are real or not. Sometimes if we talk about something widely enough, and for long enough, even the strangest fiction can seem like fact. But ultimately it is still fiction - stories we make up and tell ourselves over and over until we believe.

Kathy Benson

Chief client officer, Ipsos

Winning means losing in the game of customer retention

At a time of uncertainty and economic hardship, customer retention takes on much greater importance. CX Lavender’s Linda O’Grady examines the big grey area between ‘all’ and ‘best’ customers when deciding who is worth fighting for and how.

Linda O'Grady

Data Strategy Partner & Business Partner, CX Lavender

Sign in