CASE STUDY: Building a Brand in Europe through live music activation, with retail support.
Following a two year programme around the UK, the challenge was to establish the Dr.Martens brand and stores in five Northern European cities, historically functioning as franchises or in support of new store launches. To control the brand marketing while being receptive to local differences.
To raise awareness and communicate the unique personality of the brand and its music heritage through talent partnerships, building trusted relationships with the audience based on engaging content developed for the mutual benefit of the Brand, the Bands and their Fans. To raise awareness of the location of store through local store activations and build support from the local media.
Sonic provide 360° service, from initial strategy to execution on music integration, either as a standalone campaign or part of a wider global strategy. Sonic handles all artist performance and content relationships, travel and event management, production of all content and delivery/amplification to the consumer through agreed media channels, including retail (in-store) activations.
Sonic manage integration of the Brand message into the Band's relationship with their Fans, so they feel engaged and will spread your message quickly and effectively.
This campaign is ongoing.
Using music as a content vehicle enables regional differences to be overcome, to the benefit of brands looking to establish themselves in those markets.