Dinosaur produces marketing campaign for The Co-Operative's British Music Experience
Here is a look at the marketing campaign created to promote The Co-operative’s sponsorship of the British Music Experience at the O2, by Dinosaur.
The campaign developed by the Manchester agency, which launched yesterday, aims to engage with young people and promote the Co-operative’s commitment to inspiring and education young people.
The creative, initially being shown throughout the 02 arena, as well as across print and outdoor, includes a series of five stories featuring ‘The Superfans’ while they go about their daily shop.
The ads, produced by The Gate Films, aim to resonate with a younger audience than previous campaigns from The Co-Operative and are part of the campaign which will throughout the three-year sponsorship which will be extended to include digital and experiential activity, PR, and in-store promotional activity.
Patrick Allen, marketing director for The Co-operative, 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. “
He added that the company had undergone ‘significant changes’ over the last two years, describing its as ‘the biggest re-brand exercise in UK corporate history’.