The VWV Group, a South African brand experience agency dedicated to conceptualising and executing campaigns that connect consumers to the world's leading brands, has been appointed by Castle Milk Stout (CMS) to bring to life the brand's unplugged music platform. The CMS campaign will engage consumers with unique, live and unplugged music performances by some of South Africa's leading musicians against the backdrop of specially designed intimate venues. The campaign is crafted to enable consumers to experience the brand proposition - savouring genuine connections whilst savouring the smooth, dark taste experience of Castle Milk Stout.
The platform is the result of close collaboration with the brand team and a cross-agency team spanning ATL and BTL channels. VWV's executive producer, Chrissy Dransfield, comments, "Using a key passion point for our target audience - music - and linking that to the brand proposition of 'savour the moment', has given us an immensely strong platform to develop a fully integrated campaign and most importantly, engage consumers with the Castle Milk Stout brand."
The campaign is structured with experiential marketing at its heart, and was launched by transforming the Pegasus Lounge, a traditional hospitality venue overlooking the racecourse at the Durban July, into a sophisticated music lounge. Leading media and opinion leaders savoured the unplugged sounds of soul singers Zonke, Kabomo and Liquideep amongst others.
Six flagship Unplugged events, launching in Johannesburg before touring to key cities, will be supported by 64 on-premise smaller scale Unplugged activations, extending the campaign's reach to trade level engagement. Known for selecting unusual venues, VWV has selected unique spaces for the flagship events to tie in with the brand positioning of unplugging from the daily rush to savour the moment. "We're using a vintage cinema in Pretoria, the public swimming baths in P.E, and a penthouse venue in Durban. By developing an event DNA rooted in the campaign proposition, we can ensure our guest experience of the Castle Milk Stout brand in six very different venues rings true no matter where it happens," adds Dransfield.
The heart of the campaign is in the musical experience that the brand provides consumers. "We're creating a very unique take, working closely with top South African artists to deliver their well-known hits as well as surprising covers accompanied by our six-piece house band. This allows us to ensure that the brand and the musical platform we are creating are the hero for consumers, rather than any individual artist," says Dransfield. The Unplugged flagship events will make use of integrated social media, utilising RFID technology to send photographs and live posts to guests' Facebook pages, leveraging the events to engage a wider audience.
The events form the core of an experiential platform that is extended across all media channels, including an unplugged show on Metro FM on Sunday afternoons for six months.
To launch the radio show VWV worked with ATL agency Metropolitan Republic and Mango to execute an impromptu unplugged performance on its JE703 flight from Johannesburg to Cape Town on Monday, 30 July, 2012. Metropolitan Republic conceptualised the idea of an unplugged performance on a plane, inviting consumers to unplug and slow down despite travelling at 950 km per hour. Paul Mtirara from Metro FM was the appointed in-flight announcer before passengers were surprised with an in-flight, unplugged performance by Mi Casa, to be uploaded on YouTube shortly.
Zonke entertains the crowds at the CMS Unplugged event at the Durban July
The smooth sounds of Liquideep at the CMS Unplugged event at the Durban July
Mi Casa executes an impromptu unplugged performance on the JE703 flight from Johannesburg to Cape Town on Monday, 30 July, 2012
For more information on creating experiences that change perceptions and inspire action call Minette Smalle on 011 799-2600 or visit www.vwv.com
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