The Co-operative launches Musical Marketing Campaign
The Co-operative, the UK’s fifth largest retailer, has launched a new marketing campaign to communicate its sponsorship of the British Music Experience at the world’s largest venue – the O2.
The campaign, which launched this week, has been designed to engage with young people and communicate The Co-operative’s commitment to inspiring and educating young people across the country.
The creative, which will initially be seen throughout the O2 arena as well as across print and outdoor, includes a series of five stories featuring musical characters, “the Superfans", going about their daily shop. The tongue-in-cheek ads show the Superfans enjoying a shopping “experience” to the bemusement of other shoppers and shop assistants. The ads will resonate with a much younger audience than previous traditional Co-operative advertising.
Patrick Allen, The Co-operative’s Marketing Director, said: ‘Both the new advertising campaign and sponsorship are exciting initiatives for The Co-operative. The new partnership with The British Music Experience aligns with our commitment to inspiring young people and creates excellent opportunities for us to engage with a younger audience, as well as enabling The Co-operative to explore new territories through this creative execution.
The Co-operative has undergone significant changes over the last two years, with the biggest re-brand exercise in UK corporate history and the largest marketing campaign ever undertaken by The Co-operative. We’re looking forward to continuing to innovate through our partnership with The British Music Experience.’
The Co-operative’s partnership with The British Music Experience was announced today through a launch event at the venue as Alex Kapranos, singer and guitarist of indie band Franz Ferdinand, delighted students with a ‘master-class’, offering advice on how to get into the music industry, and even playing a few acoustic tracks.
The marketing campaign throughout the three-year sponsorship will also include digital and experiential activity, PR, and in-store promotional activity.
