Campaign:  Russian Standard Vodka

Client: Beam Global Australia

The Challenge

Beam Global Australia needed to increase awareness and drive sales of Russian Standard Vodka – a relatively new entrant to the Australian market. More specifically they wanted to reinforce the ‘Real Vodka’ brand position by delivering their audience authentic and original experiences and cementing their alignment with ‘real music’.

The ability to take the campaign in-store and allow for the music experience to be extended beyond a single event were also important factors.

The Solution 

MCM Media’s Live at the Chapel music property has a well earned reputation for producing incredible, intimate and most importantly authentic live music experiences. It proved to be the perfect fit for Russian Standard Vodka (RSV), not just because the brands share the same vision but because The Chapel could offer Beam Global the multi-platform, multi-phase media solution they needed to meet their objectives.

Exclusive sponsorship meant that RSV was integrated into every element of the campaign. ‘Russian Standard Vodka Live at the Chapel’ in 2010 centered on a single event with a top-tier artist and incorporated the following activations;

1.  Proof of purchase POS promotion
   1. In partnership with Get Music download site
   2. Offered a point of difference in store
   3. Supported by radio and online including a rebrand of the Live at the Chapel website
2. National sales promotion
   1. Win tickets to see The Temper Trap at Russian Standard Vodka Live at the Chapel
   2. Four week national sales promotion executed via take40.com, liveatthechapel.com and thehothits.com
   3. Significant commercial radio schedule and in-program support
3. Facebook promotion
   1. Utilising the Live at the Chapel Facebook page
   2. Exclusive ticket offer for Facebook fans
   3. Opportunity to focus on product specifics
4. The event
   1. The Temper Trap had had a phenomenal year and were the one of Australia's hottest bands in 2010 - coupled with a spectacular new venue, Russian Standard Vodka Live at the Chapel turned out to be the best, most memorable Chapel we’d ever seen
   2. It was an ideal sampling opportunity and the RSV bar set up and promo staff added a glamorous touch and were very well received
5. Post event content distribution
   1. RSV branded preview track online the following day at MCM Media’s sites and across the Digital Entertainment Network 
   2. Branded galleries, news stories, feature content tiles, and video interview highlights immediately took the Live at the Chapel experience to a national online audience
   3. 30 minute TV program with significant brand integration, aired on Channel 9, Go! And Channel [V]
   4. Fully branded radio special broadcast to approx 50 stations around the country
   5. A partnership between MCM Media and YouTube saw Live at the Chapel featured on YouTube’s homepgae for 2 days plus 3 million ad impressions across the site promoting the Russian Standard Vodka Live at the Chapel channel
6. PR
   1.  A dedicated music publicist was appointed and conducted a 3 phase campaign
      1. Announcement of the RSV and Live at the Chapel brand partnership
      2. Announcement of the headline act and a call for promotion entries
      3. Post event wrap up with a focus on pushing online content and TV broadcast details

The Outcome

• Extensive print and online media coverage pre and post event including reputable music publications;
  • “The Temper Trap’s Russian Standard Vodka Live at the Chapel show last night is sure to go down as one of the concert events of the year” 
    The Music Network, November 2010
• Content featured on DEN partner sites including Yahoo! Music, Ninemsn’s Music Fix, Channel[V], The Daily Telegraph
• Radio activity reached over 3.6 million people within the target demographic
• 3.4 million ad impressions online
• TV audience estimated at 150,000
• Bonus exposure on YouTube homepage and ROS
• Incremental reach as a result of the radio special
• Mass awareness on-air & online for RSV and their partnership with Live at the Chapel
• A credible brand alignment with a ‘real’ music experience

  
View the event gallery here