Smirnoff Pure helps Kiwis discover local artists with Spotify partnership

  • Advertising
  • July 11, 2019
  • StopPress Team
Smirnoff Pure helps Kiwis discover local artists with Spotify partnership

The music we love is made up of many influences, including where we live. In its latest campaign, Smirnoff Pure and YoungShand tapped into the unique vibes of New Zealand and set out to help Kiwis discover the music that moves the cities and suburbs they call home.

The 'Smirnoff Pure Sounds Like' campaign is the latest development of Smirnoff's 'Pure Potential' platform, and was developed to heighten the experience of a night in with friends.

The team at YoungShand used the fact that music drives a great night in – and tastes change from place to place – to their advantage, creating personalised experiences for fans across the country.

Housed on the Smirnoff Pure Discovery website, major city centre playlists were created via artist collaborations, with the likes of Nouri, Theia and Devilskin each representing their hometowns. For smaller areas, the team tapped into Spotify listener data, pulling the top tracks from each area. 

YoungShand account director Tymon Rackley says the Spotify data allows the playlists to be tailored to suit different tastes.

"Through a partnership with local artists and Spotify, we created 28 kick-starter playlists that embody the distinct vibes of cities and suburbs all over the country."

Smirnoff New Zealand senior brand manager Simon Warren says this campaign targets the 70 percent of Smirnoff's audience who drink off-premise.

"The potential of their night isn't dictated by bars or clubs, so we needed a way to meet them at home, helping to further enhance their experience through the music they love.

“'Smirnoff Pure Sounds Like' drives the distinctiveness of our brand by amplifying and strengthening our 'Pure Potential positioning', cementing us as the ultimate partner for a great night,” Warren says.

The collaborative site also invites users to add their favourite tracks to their local playlist, resulting in ever-evolving Spotify playlists full of the must-loved songs in different areas throughout the country.

The campaign, which was launched on July 5, is being supported by location-specific digital and social communications, targeted Spotify radio ads and out-of-home stickers that users can scan to discover their local playlist.

Christchurch playlist contributor Theia says her playlist is a celebration of the diverse tastes in the city.

"There is such a rich and diverse creative hub in Christchurch, with so many talented emerging musicians and songwriters. This playlist is a reminder to everyone just how much Christchurch punches above its weight."

Smirnoff's 'Pure Potential' campaign was launched in 2014 with Special Group. Special Group managing director Michael Redwood said in 2018 that they had a long-term commitment to the brand.

Credits:

Client - Lion New Zealand
Senior Brand Manager - Simon Warren
Assistant Brand Manager - Sophie McLeay

Agency – YoungShand​
Creative Director – Anne Boothroyd​
Creative Director – Scott Maddox
Strategy Director - Jesse Kelly
Copywriter – Erin Mattingly​
Art Director – Jack Wadham​
Account Director – Tymon Rackley​
Account Executive — Kirsten Bray
Executive Digital Producer – Kat Cox
Content Producer - Kereti Kanawa​
Designers – Marty Goldschmitz & Elliot Oxborough​
Developer — Chris Alwin​
Photographer/Videographer — Alex McVinnie

Media Agency — Zenith
Andrea Long — Group Business Director
Iris Millington-Bree — Planner/Buyer

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

Gallery: talented TVNZ-NZ Marketing Awards winners

  • Gallery
  • September 17, 2019
  • StopPress Team
Gallery: talented TVNZ-NZ Marketing Awards winners

Last week, DB Breweries was crowned the Supreme Award winners of the TVNZ-NZ Marketing Awards, while Jo Mitchell from McDonald’s New Zealand was celebrating her Marketer of the Year win and Philip Poole was inducted into the Marketing Hall of Fame. Check out all the glorious winners moments here.

Read more
Next page
Results for
Topics
Jobs
About

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2019 ICG Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

Advertise

Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit