Rizla Promo, Case study RIZLAB by Exposure

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RIZLAB

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Industry Alcoholic drinks & Tobacco, Tobacco and Smoking Accessories
Media Promo & PR, Case study
Market United Kingdom
Agency Exposure
Director Lee Hempstock
Copywriter Rupert Murphy
Producer Jim Mcgorty
Released September 2011

Credits & Description

Category: Best Use of Live Events and/or Stunts
Advertiser: IMPERIAL TOBACCO
Product/Service: RIZLA ROLLING PAPER
Agency: EXPOSURE
Chief Executive Officer: Tim Bourne (Exposure)
Senior Art Director: Toby Norris (Exposure)
Account Director: Andy Jephson (Exposure)
Event/Production Director: Alison Berkani (Exposure)
Executive Producer: Tom Brandston (Exposure)
Group Account Director: Ben Bailey (Exposure)
Account Manager: Gin Trewhella (Exposure)
Senior Account Manager: Alice Bettington (Exposure)
Copywriter: Rupert Murphy (Exposure)
Producer: Jim Mcgorty (Exposure)
Account Manager: Dominique Devaille (Exposure)
Digital Producer: Selina Sekhon (Exposure)
Executive Producer: Dan Scott-Croxford (Raw Productions)
Director: Lee Hempstock (Raw Productions)
Festival Programmer: Carl Gosling (Heavenly Records)
Chief Executive Officer: Neill Sullivan (Silver Bullet)
Chief Executive Officer: Andy Wood (Silver Bullet)
Talent Manager: Ruth Clarke (IMU)
Digital Producer: Sean Bidder (Fact)
Digital Producer: Kwame Ferreira (Fact)
Media placement: Consumer PR - The Sun - 2nd Dec 2011
Media placement: Consumer PR - The Guardian - 30th Nov 2011
Media placement: Consumer PR - Daily Star - 12th Sept 2011
Media placement: Consumer PR - FHM Online - 1st Sept 2011
Media placement: Consumer PR - Wired - 30th July 2011
Media placement: Consumer PR - Pitchfork - Oct 7th 2011
Media placement: Consumer PR - NME - 20th Aug 2011
Media placement: Consumer PR - Fact Mag - 30th Aug 2011
Media placement: Consumer PR - Dazed Digital - 22nd Sept 2011
Media placement: Consumer PR - Clash - 9th September 2011

Summary of the Campaign
The central challenge was to create a new music-focussed communications platform for Rizla to provide greater reach for the brand while still appealing to the thousands of festival goers who had engaged with the brand for over 7 years. The new brand tagline of ‘Original, Colourful and Creative’ also posed significant challenges regarding the delivery of the 2011 activity. We tasked ourselves with creating a credible platform with mainstream appeal.

We needed to address the inability of previous campaigns to flourish online. Since the inception of the Rizla ‘Invisible Players’ platform, the manner in which fans consume music has radically changed; this meant that in 2011 Rizla’s PR activities needed to exist digitally. This represented an opportunity as it enabled the campaign to extend beyond the summer festival season.

And in contrast to previous years, where Rizla visited up to 8 festivals and venues, this year we asked Rizla to do less. Instead, shareable content, great stories, unique insights and rewarding experiences would deliver a depth and volume of coverage never achieved before.

RizLab provided artists with the freedom to embrace their creative passions and enabled the brand to deliver truly unique experiences and content. We created a platform that placed RizLab and Rizla at the heart of all conversations, enabling the brand to meet commercial objectives and create a long-term music strategy.

The project proved that, when a creative vision is coupled to consumer insight and strategic planning, a brand can achieve credibility and scale.

The Situation
Rizla is a leading rolling paper brand, whose music heritage has been celebrated at UK festivals for over 7 years. This placed Rizla in the hearts of music fans but the brand experience was short-lived and the reach limited by a restrictive digital output.

RizLab was created to enable the brand to connect with adult consumers beyond the duration of a festival. By developing a series of innovative musical experiments we delivered an on-going, engaging and multi-platform consumer experience- always being mindful of the need to adopt a sensitive and socially responsible communications approach.

The Goal
We needed to address the lack of digital content and embrace the new ‘Original, Colourful and Creative’ Rizla brand positioning. We also needed to broaden the appeal of the brand beyond dance music fans to be less genre specific and appeal to mainstream media - all without disenfranchising audiences that had actively supported Rizla in the past.

RizLab was created as an innovative extension of the brand’s music heritage and as an expression of the creativity necessary to raise awareness in a congested music space. Each RizLab project was created to truly deliver upon RizLab’s ‘experiments in music’ promise.

The Strategy
We believed that an altruistic approach to music collaboration would create a platform that consumers, media and artists could believe in.

We realised that artists’ creative freedom has become limited as a result of needing to be commercially accessible and deliver sales amidst the challenges of an ever-changing digital marketplace. RizLab provided artists with the opportunity to work free of commercial restraint and embrace their creative aspirations.

We took the brave decision to provide no clear brief - all we requested was that each project be a one-off, innovative, create engaging content and result in a live performance.

The key principle was to create events and content that otherwise would not have happened but for which there was a clear demand for amongst music consumers.

3 distinct projects were executed; each designed to be communicated in phases via a series of short artist films, exclusive music and live experiences.

Execution
Each project was supported by 3 short films providing insight into the creative process. Exclusive remixes, tracks and DJ mixes ensured that RizLab engaged fans with content they wanted. Live experiences and post event content were additional tools, while organic social media support provided the first hand recommendation that any successful campaign requires.

Festival: RizLab appeared at Bestival ’11, delivering 3 days of unique music experiences

Press office: A comprehensive function that secured cut-through in mainstream and niche media

Brand owned events: One 400 capacity event and one intimate 150 capacity event watched live by 20,122 people

Dedicated website: Creation of a digital home for RizLab content, ticket registration and on-going fan interaction

Exclusive content: 3 exclusive tracks, 3 mixes, 1 remix, 12 short films and a live stream

Merchandise: A limited, hand stamped 12” vinyl of ‘Trouble’ gifted to 150 event attendees and 150 media influencers and brand friends

Documented Results

339+ branded pieces were delivered, including The Independent (DPS), NME (DPS), The Sun, Wired.co.uk and 2 appearances on BBC Radio 1.

- Independently evaluated by Metrica
- 87% of coverage included RizLab mentions
- 80% of coverage included the broader campaign
- 48% of coverage used brand photography and/or video content
- 25% of coverage was strongly favourable and 74% of coverage was slightly favourable
- 31% of coverage included links to the RizLab website

Over 45,000 plays of the RizLab Ghostpoet + The D.O.T. track (+ remix) on Soundcloud

Uploaded consumer content:
71,870 views on Vimeo and YouTube

Relation to objectives and cost-effectiveness:
Best ever events performance:
2011: 490,023 reach +600%
£2.16 cost per contact -400%

Best PR performance
2011
339 articles
Reach: 16,464,418 (33% of UK adults) +19%
AVE: £1,799,470 +143%
OTS: 58,360,427 +73%

Best digital performance
Post campaign: 32,740 visits +86%
606,543,223 ots +143,000%

Best brand performance
2011 17% brand advocacy +112%