Vodka Cruiser X sends DJ Ben Gerrans to a fan’s pre-drinks in new campaign via Supermassive

Vodka Cruiser X has launched its new 10% ABV RTD with ‘Pick Up, Kick Off’, a campaign that ended with Sydney-born, London-based DJ Ben Gerrans playing a private set at one winner’s pre-drinks.

Rather than stage a branded club night, the brand dropped Gerrans into the winner’s existing Friday night plans, the kind of occasion the product was made for. 

Gerrans said: “I’ve played some pretty wild shows, but turning up to someone’s door and playing just for them and their mates in their lounge was a completely different vibe. It was buzzing just like pre’s with your mates should be, everyone was right there around the decks, and the energy was unreal.

“I also got to throw some unreleased music into the set alongside tracks people already knew, which made it even more fun. It’s not every day you get to test new music at someone’s pre’s.”

READ MORE: Vodka Cruiser says yes to bold choices with its new brand platform via Clemenger BBDO & Glue Society

The winner, Gemma from Erskineville, won the set by answering a call from an unknown number. Gerrans played fan favourites including English Lad and Friction, plus a new, unreleased track.

Gemma said: “I genuinely never answer unknown numbers, so the fact that the one time I did, it ended with a cool DJ turning up at our pre’s is pretty insane. The excitement from getting the call to Ben actually turning up was surreal. Safe to say my pre’s are going to have a lot to live up to now.”

The campaign is built on Gen Z’s reluctance to answer unknown calls. Research shows almost six in 10 Gen Z dread making or accepting a phone call, even when necessary, while 42 per cent say an awkward phone call is among the top three things they would most like to avoid.

The brand says it flipped that behaviour by putting something worth answering on the other end of the line.

The idea ran across earned, organic and paid social, influencer and experiential. Gerrans’ content generated almost one million views at launch.

Vodka Cruiser X on creating an unforgettable night

Simone Reid, Marketing Manager for Vodka Cruiser said: “Vodka Cruiser has always understood the role it plays in how young Australians socialise. With Vodka Cruiser X designed for the start of the night, we wanted to launch it by becoming part of that occasion, and give people a genuine reason to get involved.

“Pick Up, Kick Off took a behaviour Gen Z usually avoids and flipped it into the thing standing between them and an unforgettable night with their mates.”

Lauren Donohoe, PR + Social Lead at Supermassive, said: “Unknown calls have become ignorable for Gen Z, which gave us a really simple tension to play with: what could we put on the other end that would make them desperate to pick up?

“Ben was the perfect answer. Rather than simply putting him in an ad, we made him the prize, the caller and ultimately part of someone’s actual night. It gave Vodka Cruiser X a way into culture that people could participate in, not just scroll past.”

Vodka Cruiser X is sold in packs of four 200ml cans, in Grape and Blueberry, at participating retailers nationally. The campaign was developed and executed by Supermassive, with digital and media partner 1House.

CREDITS

Client: Vodka Cruiser (Asahi Beverages)
Creative & Earned: Supermassive
Digital & Media: 1House 
Talent: Ben Gerrans [via OFF-MENU]