Rizla was losing market share to cheaper alternatives. The brand needed to become more salient and relevant by broadening the reach and engagement of its existing experiential music activity. Young adults love to be first to experience new sounds and discover innovations in music. However, with music sales at an all time low, record labels were more risk averse than ever. We identified an opportunity for Rizla to own a cultural role in music, whilst taking the brand’s music activity into the digital space to optimise reach and shareability.
We created a brand platform called Rizlab – Experiments in Music. This platform acted as a vehicle for music artists to fund their creative vision. We recruited some of the most pioneering artists of the moment to collaborate and produce the Rizlab Projects. Jamie XX and Quayola created a bespoke audio-visual installation and performance. Friendly Fires curated a Rizlab stage at Bestival, showcasing dance music pioneers of the past, future and present. Ghost Poet & D.O.T. broadcast, in partnership with FACT, the world’s first live, interactive music video. The finished video was exclusively broadcast by The Sun.
Direct reach from events increased 600% year on year – to reach ½ million people; the PR reach was over 16.5 million; total OTS over 600 million and we more than doubled positive brand sentiment.