BACARDI

GROOVE ARMADA

Bacardi became the first brand to sign a major artist exclusively when they engaged Groove Armada in a yearlong partnership, encompassing live performances and recorded music. Bacardi’s aim was to become the number one drinks brand associated with music.

B-Live Recordings second release was Groove Armada’s self-titled EP. To accompany Groove Armada’s 4 track EP, P&S commissioned remixes from Mad Decent, Van She and The Twelves.

P&S assembled and managed a promotional team covering music comms in PR (press and digital), social media, radio (national and regional), club and TV. PIAS were appointed European distribution partner and INgrooves for North and South America. This ensured music was commercially available to all Bacardi markets participating in the campaign.

Promo campaign highlights included support, plays and interviews from Zane Lowe, Annie Mac and Pete Tong on Radio 1. Chart topping club entries on Buzz, Cool Cuts and Music Week club charts along with a 2 week peak position on The Hype Machine ‘Most Played’ chart aggregated from positive blog support. In addition to amplifying the music via promotion, it was necessary to distinguish Bacardi’s role in the process. This needed to go beyond a logo badge exercise and bring to life the brands core values by acting innovatively and inclusively.

This led to the conception and roll out of B-Live Share, a mechanic that allowed free access to the music by sharing it with friends through various social media platforms. The more you shared, the more music you got. Various Bacardi markets around the world activated B-Live Share by inviting people to participate to the tune of 10,000 downloading tracks on its launch. The deal itself picked up significant PR coverage including a headline slot on Channel 4 news.

Results revealed the campaign connected with 6 million consumers in 86 markets with brand affinity rising by 17.3%. The campaigns value was £2.7 million in equivalent advertising spend. (Statistics courtesy of KLP/EuroRSCG) The project was a wide ranging collaboration. This included Bacardi Global and various international markets as clients and many other agencies. Including KLP/EuroRSCG as lead and experiential agency, Pre Loaded for digital on B-Live Share, Y&R for assisting with artwork and music video production and Universal McCann as media agency.

Testament to the campaigns achievements were the following awards: Winner of Music and Brand Partnership of The Year 2009 Music Week Awards Winner of Communication Campaign Featuring PR MCCA Best Award Winner of Best Use of Digital at the Media & Marketing Global Awards 2009 Winners of Best Use of Content at the Media & Marketing Global Awards 2009