Whyte & Mackay celebrates customers' musical tastes with personalised promotional campaign
Whyte & Mackay has partnered with BD Network to celebrate its customers' blend of musical tastes in a new campaign entitled ‘Tracks of your life’.
Developed around the insight that Whyte & Mackay’s customers all share a passion for music, the campaign offers consumers the chance to personalise three vinyl drinks mats, which look like vinyl records, with the songs that have played a big part in their lives.
Running as an on-pack promotion that is redeemable online, supporting activity includes social media, point of sale and a national radio campaign airing on TalkSport.
Whyte & Mackay brand manager Fiona Lockie commented: “Given the passion that our customers have for music, we were keen to create a campaign that tapped into this genre. The execution delivered by BD has not only given us a platform where our consumers can experience a personal element by creating their own mats, but has also given them a way to converse with friends over shared memories and musical tastes.”
Dan Claxton, creative director at BD Network, added: “In this campaign we wanted to help Whyte & Mackay evoke memories of certain times in the customer’s life which when combined, have helped make them the person they are today. Using music to express these memories seemed a natural fit and we’re looking forward to seeing how consumers respond to the campaign.”
The campaign is now set to run until 31 July.
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BD Network
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