The music we love is made up of many influences, including where we live. Tastes and styles shift within communities, cultures and subcultures all over the world – even in our own backyard. 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 looks to heighten Kiwis experience of a night in with friends.
While music drives a great night in, the sounds that fuel the party in one area can be totally different from the next. The team at YoungShand used this to their advantage, creating personalised experiences for fans across the country.
Says Tymon Rackley, account director, YoungShand: “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.”
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.
Says Simon Warren, senior brand manager at Smirnoff NZ: “70 percent of our audience 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.”
Not only do the playlists enable Kiwis to discover the sounds of their area, but they can do more than just listen. The collaborative site invites users to add their favourite tracks to their local playlist. The result? Ever-evolving Spotify playlists full of the most-loved songs in any one area in Aotearoa.
The campaign is being supported by location-specific digital and social communications, targeted Spotify radio ads and out-of-home stickers users can scan to discover their local playlist. The artist collaborators have also been involved in sharing the campaign, many seeing it as a platform for up-and-coming as well as established artists to extend their fanbase.
Says Theia, a Christchurch playlist contributor: “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.”
While the ‘Smirnoff Pure Sounds Like’ campaign is an extension of the wider Pure Potential platform, it also serves as a utility that Kiwis can come back to at any time to see how the music of their city or suburb is evolving.
Says Warren: “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.”
To listen and contribute to your local playlist, visit smirnoffpuresoundslike.co.nz.
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