PHILLIPS ASIAN TOUR + PLAY ENERGY DRINK LAUNCH CAMPAIGN
Phillips needed an opportunity to launch the new brand of their new cellphone. They tapped into the credibility of Ministry of Sound. Ministry of sound a renowned international youth brand. This London based organization included record sales, worldwide dance tours, merchandise and its own radio show. As a brand that is well know and well-loved Phillips saw the synergy with Ministry of Sound and platformed the launch of their new cellphone to reach their target market. Phillips Asia and SA saw this
as an opportunity to do an Asian tour introducing their new “BE A DJ” cellphone to the youth market. The deal not only included the tour related media but a proprietary radio show on local radio station 5FM every Saturday night hosted by Roger Goode. Phillips demonstrate to the youth market how one could be a DJ using the innovation of their new cellphone and received huge returns.
When “Play” energy drink was due to launch in South Africa they identified the Ministry of Sound as a good brand affiliation too and purchased the rights to this awesome property. The event presented an excellent opportunity to build brand equity within the huge dance movement that was sweeping the streets of South Africa. As part of the brand activation various trendy clubs were targeted where parties were hosted to familiarise the South African audiences with the “Play” product. Promoters were used to share some brand information with club goers in an effort to make “Play” energy drink the energy drink of choice amongst club goers.
Play also engaged various media outlets (radio and print platforms) through the use of competitions to create brand awareness to the listeners of those targeted shows to convert listeners to consumers of Play energy drink. The competitions consisted of answering brand related questions and winners were given a variety of prizes including entrance to the club events and Ministry of Sound CD’s