Frucor-owned energy drink brand V has created a fake company called 'V Rentals', inviting consumers to rent a host of weird and wonderful experiences, as part of its new $4.5 million campaign.
Fictional character Glen Gibbons fronts the ad assault and stars as the founder of V Rentals in the television spot, which debuted last night. He introduces the company and the experiences on offer, like a mini-you, a fixie farthing or bodybuilder removalists. A unicorn chauffeur, a personal heralder and a 'cute puppy wingman to make you more popular with the ladies' are also on the rental roster. The campaign carries the tagline "make everyday more awesome".
Clemenger BBDO Sydney is the agency behind the campaign, with production by Prodigy. Four additional television spots are set to follow last night's 60-second debut. The brand will also roll out a series of documentary-style webisodes over the next six months, detailing Gibbon's experiences running V Rentals.
In order to trial one of the rentals, consumers must enter their can's barcode on VRentals.com. The broader campaign encompasses Facebook, point-of-sale and online display executions.
Frucor Australia marketing director Cameron Davidson said: “Brands today can’t just say, they have to do. But you have to do in a way that only your brand can.
“You have to go beyond advertising and create experiences and memories that brings your product and brand promise to life. If you’re a brand that’s promising high energy, then your campaign has to deliver on that energy.”
Clemenger BBDO Sydney executive creative director Paul Nagy added: “With this new ‘company’, V Rentals, we’ll be making every day more awesome for our V-drinking customers in the real world.
“I am personally looking forward to renting the heralder … I’m hoping it will give me a little more presence at meetings. Or at home.”
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