With freshers’ weeks across the country right around the corner, UK ready-to-drink (RTD) brand VK is gearing up to make its mark on university life with the launch of a nationwide multi-media marketing campaign.
The move has been designed to put the brand “front of mind” as students embark on their university journey, VK said.
Backed by an investment of £1m, the OOH campaign will roll out across five key student cities - Nottingham, Glasgow, Leeds, Sheffield and Cardiff - as part of VK’s wider Freshers campaign, supporting one of the most important trading periods in the student calendar.
Already synonymous with student night life, the new campaign builds on VK’s existing connection with student consumers. Striking creative visuals will take over more than 400 key student touch points, to reach an estimated 35m consumers throughout the freshers’ period.
Sparking conversation
At the heart of the campaign is a simple yet familiar question that tends to echo around university halls - “Out?” - that sparks conversation and often follows the same response, irrespective of campus or city.
The creative will appear across on-campus locations and accommodation as well as along popular public transport routes and student venues.
VK will also bring the campaign to life through on-the-ground partnerships with student societies in different cities, acting as brand ambassadors for their respective universities. Working closely with the brand, the societies strengthen VK’s long standing presence on campus through activations and product sampling during the freshers’ period and beyond.
In addition to the OOH activity, VK’s enhanced RTD range, Vodbox, will be making an appearance at selected university events. Inspired by the university cultural phenomenon which sees students mixing their own drinks, VK Vodbox brings the familiar student ritual into a convenient resealable Tetra Pak format, combining a higher 7% ABV of vodka and fruit juice.
Uni journey
Lauren Edwards, brand manager at VK, said: “It’s that time of year when students across the UK prepare to begin their university journey and embrace the chaos of student life, starting with the freshers’ period - an exciting milestone for students and an equally important period for VK.
“We know VK has become synonymous with student life, so there’s no better time to grab the attention of our student audience and be with them right from the start of university life.”
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