Sponsoring in search of style
Cigarettes: Ogilvy is launching an integrated campaign for Barclay in conjunction with the Montreux Jazz Festival.
Cigarettes Ogilvy launches an integrated campaign for Barclay around the Montreux Jazz Festival.This year, Barclay is once again one of the main sponsors of the Montreux Jazz Festival. As in previous years, the expert for light cigarettes has launched a Barclay Limited Edition for the music event. It is being promoted by Grendene Ogilvy & Mather as well as OgilvyOne and Ogilvy Interactive through an integrated campaign with classic advertising media, electronic media, numerous below-the-line activities as well as an interactive voting game. The limited edition featuring reproductions of old jazz festival posters became a collector's item. "We could have easily duplicated, because there are still many beautiful posters in the archive," says CD Michel Hitz of Grendene Ogilvy & Mather. But the agency didn't want to remain nostalgic for British American Tobacco Switzerland, so it came up with something new.
Five colors for five sounds
The motto this year is "Express Your Taste in Music and Vote" or "Express your own musical style". This campaign will be communicated on posters, in advertisements, at all points of sale, as well as on the b-there.ch website, via direct e-mailing and at the various touchpoints directly on site in Montreux.
In keeping with the theme, the five Barclay packs of the Montreux Jazz Festival Limited Edition feature a special design. They feature the interiors of five clubs that are among the hottest in Europe: the Nektar in Munich, the Shu in Milan, the Supperclub in Amsterdam, the Lux in Lisbon and the Grenzwert in Basel. Each of the five varieties and colors is assigned a musical style: City Red stands for Latin, Smooth Taste for House, Original Taste for R&B, Menthol Taste for Pop Rock, Fine Taste for Lounge.
The favorite music style is selected via SMS or at www.b-there.ch. The popularity level of each music style can be found out online. In addition, every Barclay Community Member can download their favorite song as a ringtone. Five VIP weekends in Montreux will be raffled among the participants of the voting game. "The competition is only meant to be accompanying. Primarily we want to test how many people can be animated for such a vote", explains Bernadette Mock,
Account Director at Ogilvy. The Montreux Jazz Festival Limited Edition is available at all kiosks as well as at gas stations and in selected clubs and restaurants.
"Express Your Taste in Music and Vote" is being promoted on F12 and F200 posters throughout Switzerland, with a focus on the centers. There is also a special poster display in Montreux.
The billposting is accompanied by an ad campaign explaining the voting game. Posters and flyers can also be seen at the POS. On these, the message is: "Express your style and secure the limited Barclay pack that matches your musical taste now." The voting results are published on www.b-there.ch and in small ads in 20 Minuten and Le Matin.
Barclay can also be found at various touchpoints around and in the festival area. In addition to the Limited Edition Packs, various giveaways are also available here, for example five different CD boxes in the Limited Edition design. Off-stage Music Taste events will also be held on various evenings, with well-known DJs inviting visitors to dance the night away after the concerts. Finally, on July 16, the Barclay Music Style of Summer 2004 will be announced at all Barclay booths in Montreux.
Individual: Depending on the taste of music, you choose a pack.
Barclay adds color at the Montreux Jazz Festival with special cigarettes and a music vote >> page 7
Andreas Panzeri
Five colors for five sounds
The motto this year is "Express Your Taste in Music and Vote" or "Express your own musical style". This campaign will be communicated on posters, in advertisements, at all points of sale, as well as on the b-there.ch website, via direct e-mailing and at the various touchpoints directly on site in Montreux.
In keeping with the theme, the five Barclay packs of the Montreux Jazz Festival Limited Edition feature a special design. They feature the interiors of five clubs that are among the hottest in Europe: the Nektar in Munich, the Shu in Milan, the Supperclub in Amsterdam, the Lux in Lisbon and the Grenzwert in Basel. Each of the five varieties and colors is assigned a musical style: City Red stands for Latin, Smooth Taste for House, Original Taste for R&B, Menthol Taste for Pop Rock, Fine Taste for Lounge.
The favorite music style is selected via SMS or at www.b-there.ch. The popularity level of each music style can be found out online. In addition, every Barclay Community Member can download their favorite song as a ringtone. Five VIP weekends in Montreux will be raffled among the participants of the voting game. "The competition is only meant to be accompanying. Primarily we want to test how many people can be animated for such a vote", explains Bernadette Mock,
Account Director at Ogilvy. The Montreux Jazz Festival Limited Edition is available at all kiosks as well as at gas stations and in selected clubs and restaurants.
"Express Your Taste in Music and Vote" is being promoted on F12 and F200 posters throughout Switzerland, with a focus on the centers. There is also a special poster display in Montreux.
The billposting is accompanied by an ad campaign explaining the voting game. Posters and flyers can also be seen at the POS. On these, the message is: "Express your style and secure the limited Barclay pack that matches your musical taste now." The voting results are published on www.b-there.ch and in small ads in 20 Minuten and Le Matin.
Barclay can also be found at various touchpoints around and in the festival area. In addition to the Limited Edition Packs, various giveaways are also available here, for example five different CD boxes in the Limited Edition design. Off-stage Music Taste events will also be held on various evenings, with well-known DJs inviting visitors to dance the night away after the concerts. Finally, on July 16, the Barclay Music Style of Summer 2004 will be announced at all Barclay booths in Montreux.
Individual: Depending on the taste of music, you choose a pack.
Barclay adds color at the Montreux Jazz Festival with special cigarettes and a music vote >> page 7
Andreas Panzeri
