Rizla /
Invisible Players
Rizla’s love affair with music strecthes back to the 1920’s when they toured their own musical van around England’s village greens. In the 21st Century, the van instead tours the yellow-green fields of the UK’s finest festivals.
The concept for this year’s festival activity was based around a set of curators, representing the past, present and future of music, our curators were hip hop’s founding father Grand Master Flash, the all-concuering Hot chip and Radio 1’s latest signing – Toddla T. They worked with us on our arenas at both RockNess in June, in the Scottish Highlands, and Lovebox in July, in the heart of London’s East End.
With a collection of the finest DJs from across the sphere of dance music for a three day celebration of sound. Housed in the welcome shade of a canopy of trees, the Rizla’s Funcktion One sound system and stellar line-up made for an unrivalled atmosphere, queues to enter the arena, and hundreds crowded round the boundary to enjoy the music from outside.
During the festival season exposure also released the Rizla iPhone App. This dual-purpose App covered Rizla’s involvement in music festivals and Moto GP. Over in the festivals section, the App provides information about the Rizla stages and the artists, but the key feature is the Rizlocator, which allows iPhone users to tag their friends, tag their tent, tag anything, and find them again using Augmented reality. The Moto GP sections give fans up-to-the-minute information on Moto GP and Ritla team.
A truly forward-thinking App to accompany a cutting-edge festival stage that is always the most talked about stage wherever it goes.
The Lovebox festival returned fantastic results for Rizla. With the Rizla arena capable of holding a capacity of 2000 people, we saw a total of 34539 festival goers visit over a 3 day period.
www.rizla.co.uk
Rizla /
Invisible Players
With music as a brand platform we devised an innovative strategy that got Rizla to the heart of the action of the summer’s hottest events, tackling dark marketing issues and turning customers into fans.
Our brief was to produce a campaign that engaged a core 18 – 34 Male/Female audience with the Rizla brand and its products whilst understanding an increasingly challenging market with restrictive legislation. At the same time we needed to enhance brand equity amongst young adults, drive brand reappraisal and create truly engaging and memorable touchpoints that turn customers into ‘adorers’.
Using music as a brand platform, we created the Rizla Invisible Players, a long-term strategic overarching campaign theme that offers a platform for the brand to engage face to face with their audience.
At the core of this campaign is the Rizla Invisible Players festival arena. A subtly branded open air arena that delves into Rizla’s heritage and has recreated a custom vehicle that Rizla used in the 1920’s as a touring musical experience. This experience tours selected festivals and is further amplified and supported by a nationwide club tour. Content is key in this campaign, this allows us to amplify key messages via a dedicated area on rizla.co.uk whilst acquiring press coverage in relevant titles.
Now moving into year four and growing, this campaign tackles the issues surrounding the marketing of tobacco products credibly and effectively. Since 2006 this activity developed into a widely adored, famous and valuable campaign that delivers coverage and cut through to the media savvy audience.