Colenso BBDO continues the age old tradition of microsites with its latest work for V Energy drinks, finding time along the way to promote light robbery.
V Robbers is an online Flash game pitting hopeful New Zealand burglars against each other for the chance of winning a piece of $100,000 in prize money. The game itself is a memory test, where the player memorises the sequence of coloured wires he or she needs to cut, in order to disable an alarm system guarding another player's stash.
The money proposition for V's manufacturer, Frucor, is users need to redeem codes on specially marked cans of the energy drink in order to play the game.
So far more than $330,000 has been "stolen", and a cohort of 4300 Kiwis are duking it out until 31 March when their digital dollars turn into cold hard cash.
Aaron Turk, digital creative director at Colenso, says the slightly risque theme of the contest is bound to ruffle a few feathers.
"Let's be honest, the idea of stealing your share of a cash prize is way more interesting than winning it. We wanted to challenge the traditional win win win promo mechanic,"says Turk.
Hey, if it works for Grand Theft Auto, why shouldn't it work for V?
Agency: Colenso BBDO
Creative director: Aaron Turk
Creative team: Graeme Clarke, Mike Hammond, Lachlan Palmer-Hubbard
Digital production Team: Paul Headington, Craig MacGregor, Matt Visser, Josh Yee
Agency producers: Paul Courtney, Emma Tait
Account team: Tim Ellis, Samantha Parsons, Matt Frost, Eileen Cosgrove Moloney
Client: Frucor Beverages NZ
Marketing manager - Energy - Luke Rive
Senior brand manager - Energy - Cormac Van Den Hoofdakker
Assistant brand manager - Energy - Kate Van Der Linden