Smirnoff has launched a campaign in New Zealand that aims to help Kiwis discover the different kinds of music in their neighbourhoods.
The campaign, called The ‘Smirnoff Pure Sounds Like’ created by YoungShand, hosts playlists on a website called Smirnoff Pure Discovery that were created through artist collaborations, with the likes of Nouri, Theia and Devilskin, representing their hometowns.
It plays on the use of the word 'Pure', which has come to represent New Zealand following campaigns by tourism New Zealand.
For smaller cities and suburbs, the Diageo-owned brand tapped into Spotify listener data, pulling the top tracks from each area.
It also wants the website to be a platform for up-and-coming artists as well as established artists to extend their fanbase.
“70% of our audience drinks 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,” said Simon Warren, the senior brand manager at Smirnoff NZ.
The campaign is 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.
