The V-Energy Party Bus

Role: Senior Strategist (LADbible Australia)
Led the insight, strategy and development of the campaign platform and idea, shaping how it comes to life across IRL experiences, social and editorial.

Experiential Strategy

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Cultural Activation

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Guerilla Marketing

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Social Amplification

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Experiential Strategy ✳︎ Cultural Activation ✳︎ Guerilla Marketing ✳︎ Social Amplification ✳︎

The Worst Part Of The Festival Becomes The Best

Music festivals are full of moments people look forward to, but just as many they dread. The queues, the transport, the logistics. With Splendour in the Grass facing chaos after relentless rain, there was an opportunity for V Energy to do more than just show up, it could genuinely improve the experience. 

So we created the V Energy Party Bus, transforming the festival shuttle into part of the festival itself. Hosted by local DJs and drag icon Beverly Kills, the free bus kept the music going while getting thousands of stranded festival-goers where they needed to be, putting V Energy at the centre of one of the weekend’s most talked-about moments. 

The result: an activation that generated widespread organic conversation, over 250 social posts, 3.2 million in reach and even earned coverage in The Guardian’s reporting of “Splendour in the Mud.”