The Smirnoff Pure Sounds Like campaign aims to help New Zealanders discover the sounds of the city and suburb that they are in through curated playlists. As a growing number of young consumers are opting to drink at home rather than at bars or clubs, Smirnoff found a creative way to connect with its target audience by providing the soundtrack for a night in.
Working with local artists and Spotify, Smirnoff Pure created more than two dozen playlists that capture the spirit of different parts of a city. On the Smirnoff Pure Discovery website, users are able to find playlists that represent their hometowns and smaller areas, as represented by top tracks from each region.
Branded City-Inspired Playlists
The 'Smirnoff Pure Sounds Like’ Campaign Shares 28 Playlists
Trend Themes
1. Branded Playlists - Branding playlists based on specific cities or locations can create personalized experiences for customers.
2. At-home Entertainment - As the number of young consumers drinking at home continues to rise, creating campaigns that offer new forms of at-home entertainment can be disruptive.
3. Local Collaboration - Working with local artists and musicians can help brands connect with communities and create authentic experiences.
Industry Implications
1. Alcohol - Alcohol brands could create regional playlists to promote their products in specific markets.
2. Streaming Services - Streaming services could collaborate with brands to create personalized playlists for customers.
3. Tourism - Tourism brands could create playlists that capture the essence of a specific location to promote travel to that area.