Journey to the Centre of the Beats
Heineken, one of the world’s most popular selling beers, gave us a brief to promote an exciting music tour around Ireland that generated online fever and delivered in terms of costs and sales. Long established in Ireland, the Heineken Music brand wanted to create a ‘one-off series’ that focused on performance and creativity. Something left field that we could bring around the country to different venues. Our idea was to bring over the highly revered artist (Edan) and develop a bespoke campaign that would instantly grasp the users attention.
As far as contemporary live performers go, you will not find another talent like Edan. Fusing psychedelic rock influences with a ‘hip hop’ craftsmanship and sensibility Edan has set the bar worldwide with his virtuoso live shows. With the artist and venues all confirmed. We mapped out or plan with our clients goal always in mind.
Through our knowledge of digital media channels we developed a tiered marketing strategy for the project with an avant-garde presentation. Arranging multiple interviews, features and publicity in blogs, broadsheets, radio and other relevant media we were able to ensure the series generated as much fervour as was possible for a left field artist to achieve. We proceeded to roll out a tour that had people coming from far and wide to witness firsthand and again we had people travel from further afield (Europe & USA) especially to attend our live show.
The feedback from the campaign was superb. After the promotion and event were both complete we continued to document and archive the events. By creating user friendly platforms online we continued to engage those who attended, enabling them to upload photos and video and even review the shows. We demonstrated the cost benefits to a brand of using our 3 channels of communication in harmony. With ChoiceCuts having both the creative and the event production in-house all key decisions were acted on effectively with both client and consumer in mind.