PARTNERSHIPS

GOOGLE & BOB GELDOF

Brief: Recruit an inspirational music celebrity to deliver a key note speech at the 2010 Google Global Conference. Brandamp submitted a selection of potential candidates with accompanying rationale and associated costs, accuracy here was ensured via our previous experience and contact network of artist managers.

Bob Geldof, given his achievements, ethical credentials and prowess as a public speaker, was identified as the ideal conference orator.  We negotiated his involvement and secured his services on behalf of the client.  Bob received Google media and ad support for the promotion of his latest album.

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IMPULSE & THE SATURDAYS

Mindshare charged us with securing and managing the involvement of a relevant a music celebrity to front “The Impulse Diaries” campaign on behalf of the Unilever client. We secured The Saturdays who were the face of the campaign (3 x TVC, Channel 4 AFP, Bespoke Event, Social Media, Advertorials & PR). As a result the product saw an impressive sales uplift year on year.

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AMERICAN EXPRESS SUMMER SERIES

Brandamp pro-actively approached American Express with an opportunity which matched their live music ticketing programme, whilst also introducing them to a younger audience for potential new cardmember acquisition. The partnerships directed this younger music audience to the American Express Access ticketing platform. We cut a deal through Mindshare that saw the client become the headline sponsor of the Somerset House Summer Series, an annual concert series held at the prestigious central London location. They received a ticket allocation for sold out shows (The xx, Florence & The Machine, Mystery Jets ETC), exclusive branding and headline artist content was captured in order to support the launch of their Autumn ‘My Live Story’ campaign.

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FORD KA “GO FIND IT”

Our brief was to support the Ford KA TV campaign with a music release. We devised a strategy to release the song used in the TVC as a single, signing the song to Universal Music for release through iTunes (internationally) and 7Digital. The track was also made available on streaming services, including Spotify. The release enabled Ogilvy (the client’s agency) to create a set of digital assets including a music video , website & artist interview. The release was promoted to the Universal database and enjoyed extensive music blogger and news service PR coverage.

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KITKIT “MUSIC BREAK”

Our task was to deliver and source music content for an on-pack promotion across 40m KitKat bars across the UK & Ireland. We brokered a partnership with Universal Music to deliver access to almost its entire catalogue of 350k songs whilst negotiating a per track price that was 50% of that anticipated by the client as well as providing retailer incentives such as tickets to the Brit Awards. Our sync team also licensed the music for the accompanying TV campaign.

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BOLOGNA AIRPORT IN-TERMINAL MUSIC STRATEGY

We programme Bologna Airport’s in-terminal music strategy. The client approached us with a view to creating an enjoyable atmosphere in what can sometimes be a stressful environment. Brandamp identified the need for different sonic moods and ambiances to be incorporated into different areas of the airport. The check in area of the terminal for instance requires a soothing and calming sonic experience, the retail area demands a more upbeat collection of sounds and the arrivals hall should broadcast cheery and celebratory songs as passengers reach their final destination.

Our individual playlists for each terminal area are updated remotely from the UK and replenished with newly released and on brief music on a regular basis, to ensure song repetition is kept to a bare minimum and that the airport’s visitors are able to enjoy the latest in fresh and exciting music.

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PEPSI MAXCAST MUSIC BLOG

To assist the client in further establishing their music credentials, we were tasked with providing content and delivering artists for collaboration with Pepsi’s Max It Digital Music platform. We worked closely with the client to select a short-list of suitable artists to partner with, in order to generate content for their PepsiMaxcast.com website / social media campaign.

We contracted acts including The Enemy and The Hoosiers for the 3 month campaign. The artists were then charged with delivering a schedule of original music and video content and editorial.

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TAMPAX “BEING GIRL”

We provide high quality music content for Tampax’s Being Girl digital platform. This is a long term relationship with P&G and Wunderman, where we act as the music content curator for their “Being Girl” site which focuses on equipping young teenage girls for adulthood, a high responsibility platform.

We deliver monthly editorial updates, music content assets and Pan European gig listings. The site enjoys 3m unique users per year and is the most visited fem-care site in the world. The music page is amongst the most visited pages on the site and commands a high dwell time from the site’s traffic. Check out the site.

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NAPAPIJRI IN-STORE MUSIC STRATEGY

We created and managed an in-store music strategy for the Napapijri apparel company, spanning their flagship stores across Italy. Based on client guidance, we kept Napapijri’s character and values firmly in mind when considering which genres and musical styles best communicate the brand’s personality. As well as this, we considered the need for different sonic moods and tempos to be attributed to different times of day, in order to best accommodate and compliment the varying levels of traffic throughout any given shopping day.

Our thoughts and eventual implementation were informed by key insights indicating the right retail music strategy can increase store dwell time and heavily influence shopper habits and opinion, even in some cases resulting in higher per-shopper spend.

We programmed a selection of playlists that could be updated remotely from the UK via software, meaning song repetition was kept to a minimum. Our selections were updated regularly, meaning a high turnover of new music was consistently broadcast across the involved stores.

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MARKS & SPENCERS & TAKE THAT

M&S needed a new face to front the launch of their high end ‘Autograph’ clothing autumn range. They identified Take That as the perfect fit for this campaign. The M&S account team at RKCRY&R approached Brandamp to help them secure this partnership. We established the band’s interest via Universal Music and brokered the deal that saw the group model the range (photographed by Rankin) for print and billboard ads across the country.

As well as this, M&S became the lead sponsor of Take That’s “Beautiful World” tour and the band wore M&S clothes for the performances. The (newly reformed) band enjoyed a significant uplift in album sales for the period and M&S benefitted from a positive footfall in store and subsequent increase in sales.

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