Created by : Stephanie Barr

THE GOOD CAMPAIGN The Ultimate Digital Campaign

SURFING!

THE GOOD STRATEGY

TARGET MARKET: Energy seeking 18-24 YO guys and girls who are:● V up for seizing the moment ● V active on social networking media

SMP: V is the catalyst for unexpected and memorable social

encounters

BUDGET: $1,000,000

MEDIA: Campaign must be born digital but may extend to a full 360 degree campaign

GOOD CAMPAIGN STRATEGY

THE IDEA

With most people spending more time talking via technology than face to face, we thought we’d give V fans a chance to meet some real people by asking the question:

What are you GOOD at?

Much more exciting than the usual boring question ‘So...what do you do?..’ The question ‘ What are you V GOOD at?’ gives people the opportunity to talk about the things they love!

So to get the conversation started, we are inviting 50,000 V fans to head out for a V GOOD Night, to tell the world what they are V GOOD at and be in the running to win $10,000!

GOOD CAMPAIGN STRATEGY

CAMPAIGN FLOW

Register via FACEBOOK

Chose a T-Shirt

Tell us what

you’re V GOOD at

REG

ISTR

ATIO

NEV

ENT Wear your

V GOOD T-shirt

Head into the CBD

SCAN to WIN!

GOOD CAMPAIGN STRATEGY

TICKING THE BOXES

CUT THROUGHUnderground invite + chance to win $10,000 grabs attention and

promotes talkability

RELEVANCEFun night out is highly relevant to target market, incorporating QR code technology as a catalyst for unexpected an memorable social encounters

CLARITYSimple concept of a good night is easily communicated

SYNERGYA catalyst to a V-GOOD night out, the campaign allows V to be distributed in a situation where the product benefits can be realised

BRAND INTEGRATIONUsing the phase ‘V GOOD’ on V Green T-shirts will bring an energetic ambient campaign to life that fits with V’s brand values

GOOD CAMPAIGN STRATEGY

THE BUDGET: $1,000,000

MEDIA COST DESCRIPTION .Facebook $ 25,000 Design custom invite mechanismScan App Free Existing App

LOGISTICS COST DESCRIPTION .Printed T-shirts $500,600 $10 each (+60 promo team)T-shirt design $ 1,000 Graphic designerPostage $297,030 $5.94 (+6 promo team)Txt msg alerts $ 5,000 5cents/txt. Start and finish notificationsPromo Team $ 19,200 6 hr comp +2 hrs training pp. Comp mgmt. $ 5,000 50hrs @ $100/hrPrize/product delivery $ 6,000 $1,000 truck hire/stateCouncil permits $ 25,000 Permits to run street promosOverage $ 5,000 Unforseen costs

PRIZES COST DESCRIPTION .Cash prize $ 60,000 $10,000/cityPaintball vouchers $ 7,500 30 vouchers @ $250 (5 people)Expedia vouchers $ 3,000 30 vouches @ $100Product $ 40,000 @ cost price TOTAL $999,330

*All costs based on: 50,000 participants across 5 Aus. Capital cities + Auckland with a promo team of 10/city

THE GOOD EXECUTION

SURFING!

V fans are some of the most interesting and energetic people on the planet, so we’re inviting our 315,000+ V fans on Facebook to The V GOOD Night Out and a chance to win $10,000.

All they have to do is join the event, chose a T-shirt and tell us what they are V GOOD at.

Hurry! Only 50,000 personalised T-shirts available!

JOIN

CHOSE A T-SHIRT AND

TELL US WHAT YOU’RE

GOOD AT!

GOOD CAMPAIGN EXECUTION

THE INVITE: FACEBOOK

Tell us what you’re GOOD atto register for the GOOD Night Out!

Name:Mobile:T-shirt size:I’m GOOD at...

S M L

JOIN

GOOD CAMPAIGN EXECUTION

THE BRANDING: T-SHIRT/ SINGLET

First 50,000 V fans to register will be sent a personalised ‘I’m V GOOD at...’ T-shirt with a unique QR code that tells people what they are V GOOD at.

When the game begins fans can scan codes to see if they have won and make some new friends along the way.

Let’s get the conversation started!

SURFING!

GOOD CAMPAIGN EXECUTION

THE EVENT: LOCATION

The V GOOD Night out will be held in the CBD of each of Australia’s 5 capital cities + Auckland.

The game will start and end with a txt msg sent to all participants at 6pm and will end once all prizes have been won.

During this time, V fans will head out in the city to create a moving sea of V Green, on the streets, in bars, restaurants and clubs.

SYDNEY

MELBOURNEPERTH

BRISBANEADELAIDE

AUACKLAND

V PROMO TEAMWill be roving the streets giving

away FREE V!

GOOD CAMPAIGN EXECUTION

THE EVENT: MELBOURNE EXAMPLE

MELBOURNE CBDGAME GRID:Spring St Latrobe StSpencer St Flinders St

While out in the city, V fans will scan each other’s QR code T-shirts to see if they have won a prize, or perhaps even made a new friend.

Throughout the evening 6 promo team members with winning QR codes will enter the game grid at various times. They could appear anywhere, at any time, you just have to keep scanning to see if you’ve won!

GOOD CAMPAIGN EXECUTION

THE EVENT: SCAN TO WIN!

To be eligible to win, you have to be wearing you V GOOD T-shirt at the time of scanning the winning code!

Once a winning code is scanned, the promo team member will hand over the winning T-shirt and record the prize winner’s details etc.

Once all prizes have been won, the game ends.

GIVING AWAY $10,000!!!

CONGRATULATIONS!YOU HAVE WON!

GOOD CAMPAIGN EXECUTION

PRIZES: PER CITY

1 x $10,000 V GREEN CASH!

30 x Paintball vouchers for you and 4 friends to paint the town V Green

30 x $100 Expedia.com.au travel vouchers to help you go further

FREE V!!!!

GOOD CAMPAIGN EXECUTION

AFTER THE EVENT: FACEBOOK

After the event, V will upload a vast array of photos from the V GOOD Night Out to Facebook, where the promotion began.

Fans will be able to tag themselves having a V GOOD night, spreading V green imagery across 50,000+ Facebook pages and increasing V’s social media presence exponentially. Tag

Yourself!

V GOOD NIGHT OUTV

THE GOOD CAMPAIGN SUMMARY

As part of the V GOOD Campaign, V will achieve:SOCIAL MEDIA● Increased Facebook fan base (Australia & New Zealand) ● Increased social media presence (photo tags & talkability)● Increased WOM

GENERAL MARKETING● V GOOD marketing capital that can carry over to music festival sponsorship and future V GOOD marketing campaigns● Free media coverage as a unique event (PR)● High visibility in CBD areas● Positive brand association through prize offering and event innovation