Clemenger BBDO Sydney ‘Makes It Happen’ for V Energy via TikTok
V Energy has tapped Clemenger BBDO Sydney and TikTok to target Gen Z as part of the energy drink’s Make It Happen brand platform.
The #VMakeItHappen campaign recently launched on the short-form video service, with V Energy and Clemenger BBDO working with Australian TikTok creators and influencers to generate content.
V Energy’s Make It Happen Campaign
V Energy maker Frucor Suntory came to Clemenger BBDO Sydney with a brief to increase brand awareness and engagement with Gen Z in particular.
The #VMakeItHappen campaign challenged users to get creative in how they make things happen in their daily lives, set to ‘Anything U Want’ by Indigenous Australian musician HVWKS.
The hashtag was viewed over 21 million times over the six-week campaign, delivering an 81% ad recall life and a 3% lift in attitude towards V Energy as a “cool” brand.
There were also 653,000 video views generated from clips using both the official music and official hashtag, a result TikTok called “remarkable” compared with similar challenge-based campaigns.
The TikTok creator activity was staggered over the six weeks to maintain momentum, and Clemenger BBDO Sydney ECD Darren Right said the interactive side was really important.
“When you launch a big brand platform like Make It Happen you always aspire to get into popular culture. To not just get people talking about the campaign but interacting and playing with it as well.
“And that’s what’s so great when you partner with TikTok. The campaign goes to a whole new level of participation where people are creating their own content, starting trends and most importantly having fun with the brand.”
@alexrbsnFor when you hit the wall. #VMakeItHappen #Ad♬ Anything U Want – HVWKS
TikTok Australia’s general manager, global business solutions, Brett Armstrong, said the campaign opened the door for consumers to put their own spin on what the V Energy brand means to them.
“We’ve loved seeing the #VMakeItHappen campaign come to life because it’s so in tune with the TikTok community’s creativity and sense of fun.
“This is what TikTok campaigns are all about — inviting creation and participation; starting trends and becoming part of the culture.”
Senior brand manager on V at Frucor Suntory, Chris Henbrey, added: “It’s always nerve-racking handing over the reigns of the brand to creators but we loved the result.
“Rather than ‘pushing advertising’ the audience were much more engaged, bringing our idea to life in a way that mattered to them.”
Credits:
Client: V, Frucor Suntory
Head of Marketing – Energy: Jonny Croft
Senior Brand Manager: Chris Henbrey
Senior Media and Content Manager: Ryan Smith
Assistant Media and Content Manager: Kaan Kocabay
Agency: Clemenger BBDO Sydney
Executive Creative Directors: Brendan Willenberg & Darren Wright
Creative: Josh Aitken
Design: Alex Kidd, Greg Lamb
Producer: Jo Howlett
Client Service: Rachel Robinson, Su-Ann Leong, Elisha Akhtar
Media Partner: TikTok
Media Agency: OMD
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Zanda Wilson was a reporter and podcast producer at Mumbrella, specialising in radio reporting. He left Mumbrella in September 2021.
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