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.
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