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Smirnoff Pure helps Kiwis discover local artists with Spotify partnership

  • News
  • July 11, 2019
  • Caitlin Salter
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.

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Foodstuffs’ Baden Ngan Kee has passed away

  • Who's Where
  • July 16, 2019
  • The Register team
Foodstuffs’ Baden Ngan Kee has passed away

Foodstuffs has announced that its former executive Baden Ngan Kee has passed away after a battle with lung cancer.

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2 Cheap Cars fined $438,000 under the Fair Trading Act

  • News
  • July 14, 2019
  • The Register team
2 Cheap Cars fined $438,000 under the Fair Trading Act

Used car dealer 2 Cheap Cars has been fined $438,000 for its use of “warranty waiver” documents and marketing statements described as “deliberately misleading”.

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Retail's new best friend

  • In association with the IHA Global Innovation Awards (GIA)
  • July 13, 2019
  • Anne Kong
Retail's new best friend

As the heart and soul of retailing further evolves, stores and the essence of shopping will continue to morph in unimaginable ways. However, amidst the storm of change, there is one aspect of shopping that remains pure, constant and motivational – the aspirational moment. Anne Kong, member of the GIA expert jury, shares her thoughts.

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Zavy and The Register have worked together to create a scoreboard that compares how the top 25 traditional media advertising spenders in New Zealand have performed on social media over the past 30 days, updated in real time.

 
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Bendon looks to sell brands after financing falters

  • News
  • July 12, 2019
  • Radio New Zealand
Bendon looks to sell brands after financing falters

Bendon lingerie is looking to sell some of its brands as the future of the company becomes more uncertain.

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Outgoing Spark CEO Simon Moutter talks transformation, diversity and leaving a legacy beyond just metrics

  • News
  • July 11, 2019
  • Elly Strang
Outgoing Spark CEO Simon Moutter talks transformation, diversity and leaving a legacy beyond just metrics

Simon Moutter has just wrapped up a seven-year tenure at telecommunications company Spark. Under his rein, the changes the company has gone through are nothing short of radical, from its name (Telecom to Spark), to its operating model (traditional to agile), to its culture (publicly called out to inclusive) to its structure (one monopoly brand to many). Here, Moutter has a candid chat about his journey as CEO, the company's push to be a more diverse and inclusive workplace and how one of his biggest lessons learned was he couldn’t solve a cultural issue with processes and strategy.

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Sephora on Queen Street announced for July opening

  • News
  • July 11, 2019
  • Courtney Devereux
Sephora on Queen Street announced for July opening

Three years after launching online into New Zealand in 2016, French beauty chain Sephora is ready to commit to bricks and mortar. Now, the beauty store is set to open its three level flagship on Queen Street come July 20.

Read more
 
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