Case Studies

SONY: TECH TRUTHS

 

The brief

Sony needed shareable social video content to showcase their consumer electronics range and connect with a millennial audience in their language.

 

The Solution

With sharable being the main objective, VICE proposed a series of short-form videos around select product and cultural truths around technology. Eight short form, VINE-inspired videos were produced that were a visual showcase of witty consumer scenarios incorporating Sony product as the hero.

 

The Results

8 videos housed on Sony Australia’s Facebook page

6M+ collective views across multiple platforms

Content was also pushed via contextual bloggers, social and trade press.  

 

 

 

HOLDEN ASTRA: CARS VS DRONES

 

The brief

To create a piece of unique and progressive content engaging ‘sensation seeking’ males and highlighting the Holden Astra’s unique, style, power and performance.  

 

The Solution

Partnering with VICE’s art and technology channel The Creators Project, Virtue produced a film “Car Vs. Drones”, where an Astra goes head to head with a swarm of custom-built drones in a battle of speed, technology, and skill. We also produced a behind the scenes video and the TVC for Holden’s large-scale national broadcast campaign.

 

The Results

600K+ video views

Average VTR of 77%

Bronze Award for Best Use of Craft, BE Fest Awards 2015

5M+ total media impressions

A tidal wave of press and socials

 

 

 

MINI: THE NEW ORIGINAL DANCEFLOOR

 

The brief

To launch the new MINI, the brand’s first major launch in five years, Virtue was briefed to help people ‘release their inner MINI’ through music.

 

The Solution

How better to help people release themselves than helping them go crazy on the dancefloor? Virtue created a fully interactive dancefloor: sensing and lighting up in response to dancers. The dancefloor was  deployed at three major events in Sydney, Melbourne and Brisbane, and featured in a number of video content pieces.

 

The Results

  • Over 2,000 attendees across three events
  • Over 200,000 video views
  • 23% increase in traffic to MINI’s website
  • Highest number of sales leads in MINI history

 

 

OAKLEY: THE FUTURE SPORT PROJECT

 

The brief

Oakley approached Virtue to create an event and video content to celebrate the brand’s history of disruptive design and announce the Australian launch of its global Disruptive by Design campaign.

 

The Solution

VICE curated an exclusive ‘must attend’ event at Sydney’s Technology Park headlined by DJ and producer Alison Wonderland and attended by VIPs, athletes, celebrities, tastemakers, media and fans of the brand.

The event also saw the launch of the VICE created 3 part Future Sport Project content series – a disruptive glance into the future of sports performance technology, as told by surfing prodigy Jack Robinson and Olympic snowboarder Scotty James.

 

The Results

800+ event attendees

Mainstream press coverage incl. Channel 9 and Daily Telegraph

500,000+ views of video content

Broke records for comments/likes/shares

 

 

 

PAYPAL: SPLENDOUR IN THE GRASS

 

The brief

Leverage PayPal’s sponsorship of the Splendour in the Grass music festival with millennials to drive brand reappraisal and customer acquisitions.

 

The Solution

Ticket pre-sale: To drive acquisition, a portion of festival tickets were exclusively made available to PayPal customers. To communicate this, Virtue and Edelman created a campaign called ‘Get Sorted For Splendour’: video content and advertising assets dramatising the fear of missing out on tickets.

Consumer promotion: Following the exhaustion of the ticket allocation, Virtue and Edelman  then launched a consumer promotion called ’20 Days of Splendour’. Using PayPal’s Facebook page as a hub, we created a daily challenge asking the PayPal audience to comment or respond to have the chance to win tickets.

 

The Results

Campaign reach: 15,873,892

Video content views: 851,000

New Facebook fans: 8,161

The campaign saw the pre-sale tickets sold out in a record 17 minutes.

 

 

LYNX: STYLE SPACE

 

The brief

Lynx briefed VICE to help broaden their brand appeal and better meet the changing attitudes of young influential males when it comes to style and grooming. The goal was to position Lynx as the enabler for young males to look, smell and ultimately feel their best!

 

The Solution

Lynx partnered with VICE and leading men’s style publisher D’Marge to create the LYNX Style Space. Located on Oxford Street in Sydney the activation space ran for 3 weeks and featured a series of talks, workshops, DJ nights, a resident barber, a cocktail bar, a fragrance installation, refreshment station & entertainment lounge!

VICE also created a 3 part Lynx co-branded video content series and custom publication entitled ‘Coolest Guy Ever’ featuring candid interviews with Client Liason, Stella Mozgawa from Warpaint and Jared Swilley from Black Lips.

 

The Results

  • 2,500 attendees at the LYNX Style Space
  • 300+ FB, Instagram and twitter posts using the #LynxStyleSpace
  • Video content viewed over 250,000 times

 

 

JÄGERMEISTER: AUSTRALIANS IN BERLIN

 

The brief

Jägermeister approached VICE to help them connect with music-loving millennials around EDM culture, and reinforce the Germanic heritage of the Jägermeister brand.

 

The Solution

VICE created Australians in Berlin, a documentary for our leading electronic music authority Thump. The 12 minute video looks at the greatest clubbing city in the world through the eyes of four Australian DJs, in collaboration with Jägermeister.

 

The content was supported by twelve pieces of written and audio content that each drove traffic back to the hero video. Social, blogger, PR and media support ensured that the video achieved huge reach.

 

The Results

150,000 video views

98.3% like to dislike ratio on Youtube

2.7M campaign impressions

 

 

 

GOOGLE: 2014 IN ANDROID

 

The brief

Google briefed Virtue to bring their Android characters to life in a way that demonstrates their ‘together, not the same’ positioning line.

 

The Solution

Virtue created a short video that looked back at the most popular YouTube moments, memes and personalities of 2014, and turned them into Android characters. The content was topical, witty, and highly shareable.

 

The Results

Over 450,000 video views

Significant engagement through likes, comments and shares.