Clemenger BBDO Sydney
Fri, 29 Apr 2016 01:36:30 GMT
Frucor Beverages has announced it has
partnered with 20th Century Fox ahead of the release of the ultimate
X-Men blockbuster, X-Men: Apocalypse, and a one off V Energy advert
involving X-Men superhero 'Quicksilver' via Clemenger BBDO, Sydney.
VIEW THE SPOT
The cast and crew of X-Men: Apocalypse collaborated with Frucor in Canada to film the advert.
With the help of Clemenger's creative team, V Energy produced a 30 second TVC featuring X-Men: Apocalypse actor and fan favourite Evan Peters.
Quicksilver was a perfect match to the V-Energy Brand with his quick wit, irreverent humour and his lightning fast speed.
The promotion is the latest in a series of successful partnerships between V Energy and Marvel. The popularity of film franchises has boomed over the past 10 years, particularly within the superhero and action genre. X-Men: Apocalypse in particular is a part of a franchise within the Marvel world that proves hugely popular with fans.
Spotting the opportunity, Frucor reached out to 20th Century Fox with a proactive collaboration strategy. Since then, the two companies have forged a close relationship, which has helped promote the Marvel films and V Energy drinks.
V Energy marketing manager, Craig Harkness, said that whilst forging an agreement with unknown entity, like a film, can expose brands to a high level of uncertainty, brands that "know the minds of their audience and develop a solid go to market strategy with their partner, will benefit from being a front-runner in this space".
According to Harkness, the reliability of movie franchises make a safer investment option than most brands realise: "The longevity and consistent performance at the box office of movie franchises allow brands to develop long term marketing strategies which offer a good return on investment."
Says Kate Nicholls, head of partnerships, 20th Century Fox on the partnership with Frucor: "This partnership with V has provided 20th great opportunities for cross-promotion on X-Men: Apocalypse and we look forward to consumers getting to experience an extra taste of Quicksilver and also the film."
Nicholls said that 20th Century Fox encourage collaboration with brands, and are excited by brands with a unique story to tell. Special Edition cans of V Energy are already on shelves. The limited edition V Energy cans feature X-Men characters and special promotional codes that will unlock prizes which will 'mutate' daily.
In addition to the TVC and in-store promotion, V has created a bespoke app titled "Mutate Yourself" which will allow users to mutate themselves into their favourite X-Men member and post their results onto social channels.
Marvel's 'Quicksilver' is not the first superhero to use the massive V hit to improve himself a bit, in 2015 Clemenger BBDO and Frucor V Energy introduced 'Fantastic Man'.
X-Men: Apocalypse will be in Australian cinemas May 19 with the TVC hitting cinemas, TV, social media and pre-rolls on the 28th of April.
Director: Benjamin Weinstein
Producer: Andrew Graham
Production Company: Steam Films
Marketing Director: Cameron Davidson
Marketing Manager: Craig Harkness
Senior Brand Manager: Andrew Fenwick
Creative Agency: Clemenger BBDO, Sydney
Executive Creative Director: Paul Nagy
Creative Directors: Brendan Willenberg & Ben Clare
Creative agency producer: Jo Howlett
Group Account Director: Cate Stuart- Robertson
Account Director: Melanie Spence
Post house (edit): The Editors - Stuart Morley
Post house (online): Finn
Post house (Grade) Ben Eagleton
Post house (Visual SFX): Rising Sun
Sound design: Pitchfork - Anthony Tiernan