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Universal McCann launch Southern Comfort campaign

Universal McCann launch Southern Comfort campaign

UM London will this week help oversee the launch of a six figure multi-platform media campaign in support of Southern Comfort’s Rockness Tour Bus which will tour nationally beginning June 6th.

Southern Comfort’s young adult audience is constantly thirsting for imaginative social escapism as they look to differentiate themselves via experiences that deliver visceral experiences and scarcity.

With this in mind Southern Comfort has created SoCo at Rockness- an invitation to something fun and exciting, but that also delivers that ‘in the know’ sensation.

The activity will kick off with Rockness artist Tommy Sparks performing a special gig for Xfm in London before jumping aboard the fully branded Southern Comfort Routemaster bus bound for Inverness, Scotland.

During the drive north Tommy will disembark at select clubs and bars in Birmingham, Manchester, Leeds and Newcastle where he will rock out in the SoCo spirit before continuing on to a thunderous reception from the Rockness crowd in Inverness.

The campaign- planned and executed by UM London- will be a cross-platform effort leveraging both radio and online to fully maximise the relationship of the two media

Each of the gigs is to be streamed across Galaxy FM’s website and prior to the event will be promoted via a Dave Berry Drivetime promo on Xfm and a Dave Kelly Evening
promo on Galaxy; listeners of which will have the opportunity to win tickets to the
festival, as well as numerous other Southern Comfort experiences. 

In addition to the radio activity each leg of the journey will be supported by a bespoke online micro-site area containing a wealth of rich short form videos collected from each gig in each city. Along with this, the final cuts from each event will be uploaded to the Galaxy website for Galaxy Online listeners and visitors to enjoy.  

Evi Kaarlehto, Assistant Brand Manager at Southern Comfort had this to say about the Rockness experience:

“Southern Comfort’s global campaign celebrates the brand’s uniqueness, which stems from its authentic New Orleans heritage. With its parties and branded bus travelling across the UK all the way to the shores of Inverness, the campaign is brought to life, and allows our target consumers to interact with Southern Comfort in a relevant and appealing way.”

Chris Dennis, Planning Manager at UM, commented:
“Our target consumer is constantly looking for new and fun ways to express themselves via experiences that deliver real excitement and scarcity. In keeping with this understanding and Southern Comfort’s brand personality this activity invites consumers to participate in something different, original and spontaneous while producing relevant content that enables the brand to have an extended conversation with them.’’

The SoCo Rockness campaign further enhances UM’s extensive music sector credentials.  The initiative adds to their recent & up and coming media communications work in music which includes Jack Daniel’s (JD Set), Bacardi Superior (B-Live), MasterCard (Brit Awards), Black Entertainment Television (BET Awards), Intel (24 Hour Challenge), More Than (Magic FM Indulgence), H&M (Camden store opening & Fashion Against Aids campaign) & Microsoft (The Saturday’s partnership). 

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