Hayley Cannon, CORD London
NOW LIVE: The Beefeater London Sounds Experience, created by CORD, is a journey of discovery through London’s rich and diverse music scene. Check it out here:
Following a competitive pitch Beefeater London Dry Gin awarded CORD the brief to create a fully integrated campaign. A campaign to raise the brand’s profile with its 20-30yr old audience worldwide. This audience love to be in-the-know about music and culture, and love to share their passions with their peers. So to grab this audience’s attention, CORD had to deliver an experience that would not only peak their interest, but cut through the great raft of online content they consume.
CORD created the 360 “Beefeater London Sounds Experience”. At its heart the London Sounds Experience is an on-line platform of curated music. The platform showcases London artists and bands, and is fully integrated with Spotify, allowing users to discover and listen to tracks.
The London Sounds Experience covers music from all decades and genres. It includes info on venues, album artwork and even music videos, which are seamlessly pulled into the platform from YouTube. Within the experience there are countless weird and wonderful stories about the artists, to keep users entertained for hours.
The user interface is based on the instantly recogniseable Google map, ensuring a straight-forward and intuitive user experience. And before they leave the platform, they can also compile a personalised playlist to take away.
The platform is best in class, aggregating content from a purpose-built database, as well as Spotify and YouTube. It is an affordable, yet uncompromisingly cool, bringing to life London in a wholly unique way.
To drive traffic to the platform CORD created a limited edition bottle of Beefeater gin, promoting the London Sounds Experience. CORD also created promotional point of sale and targeted social content.