Ray-Ban, international cult brand of sunglasses and prescription glasses for years has been trying to reach wide audience with its personality and character.
challenge
Brand building isn’t always about building the brand and its recognition from scratch. It is often supporting a great brand to reach its consumers in a specific market, creating campaigns or communication mechanisms, that allow achieving desired objectives.
It wants to attract new, quality and loyal customers, who will also become brand ambassadors and promote Ray-Ban among their friends.
In 2016 a new brand positioning was introduced using a slogan „Encourage courage”. Our task was to reach the widest possible audience with a budget given - with a new communication. It was supposed to be connected to the music, which is one of the most important elements of the brand’s DNA.
Our key role was to reach the right widest possible audience – and that means consumer that on one hand can afford buying Ray-Ban sunglasses, and on the other who will be receptive and eager to become influencers of the brand.
The biggest challenge was to generate a multimillion echo communication with a limited budget and create a music tour reducing spending on technology and premises.
It wants to attract new, quality and loyal customers, who will also become brand ambassadors and promote Ray-Ban among their friends.
In 2016 a new brand positioning was introduced using a slogan „Encourage courage”. Our task was to reach the widest possible audience with a budget given - with a new communication. It was supposed to be connected to the music, which is one of the most important elements of the brand’s DNA.
Our key role was to reach the right widest possible audience – and that means consumer that on one hand can afford buying Ray-Ban sunglasses, and on the other who will be receptive and eager to become influencers of the brand.
The biggest challenge was to generate a multimillion echo communication with a limited budget and create a music tour reducing spending on technology and premises.
Solutions
In response to the multi-threaded brief we’ve created the idea of Courage Festival by Ray-Ban.
This festival, however, was the only one that neither built its own scene, nor created a concert place from scratch, but went out to the people, came where they already were, and where they like to party and have a great time.
Courage Festival by Ray-Ban concerts were held in the best Polish clubs whose profiles perfectly harmonized with the Ray-Ban brand. As a result, we have gained excellent locations, reached the auditorium that we wanted and got technology that we didn’t have to pay for.
6 events, 6 clubs, 6 top artists. Such action was far more effective than one big event. What’s more, for communication of our festival we’ve used not only regular brand channels, but also social media channels of clubs and artists being part of the tour. As a result, we created a communication tube, which reached the enormous number of recipients. As its name suggests, during the new music festival, we’ve created a lot of bold, uncompromising, surprising concerts, competitions and performances.
The mission of Courage Festival by Ray-Ban was to liberate in both the musicians and the audience a true artistic expression and the courage to be themselves.
Rebellious brand delighted consumers with the selection of artists and the fact that our festival visited five Polish cities: Warsaw, Sopot, Wrocław, Poznań and Cracow. It set off with the new idea to the people, not concentrating only on the capital or one-time event as it usually happens with this type of music ventures.Courage Festival invited brave artists such as:
Natalia Przybysz in „Na Lato”, 23.04 Warsaw
Bovska in „Mewa Towarzyska”, 30.04 Sopot
Novika&Mr.Lex in „Domówka”, 14.05 Wrocław
Xxanaxx in „SQ”, 21.05 Poznań,
Lily hates roses in „Prozak 2.0”, 18.06 Cracow
Kamp! In „Miłość”, 16.07 Warszawa
This festival, however, was the only one that neither built its own scene, nor created a concert place from scratch, but went out to the people, came where they already were, and where they like to party and have a great time.
Courage Festival by Ray-Ban concerts were held in the best Polish clubs whose profiles perfectly harmonized with the Ray-Ban brand. As a result, we have gained excellent locations, reached the auditorium that we wanted and got technology that we didn’t have to pay for.
6 events, 6 clubs, 6 top artists. Such action was far more effective than one big event. What’s more, for communication of our festival we’ve used not only regular brand channels, but also social media channels of clubs and artists being part of the tour. As a result, we created a communication tube, which reached the enormous number of recipients. As its name suggests, during the new music festival, we’ve created a lot of bold, uncompromising, surprising concerts, competitions and performances.
The mission of Courage Festival by Ray-Ban was to liberate in both the musicians and the audience a true artistic expression and the courage to be themselves.
Rebellious brand delighted consumers with the selection of artists and the fact that our festival visited five Polish cities: Warsaw, Sopot, Wrocław, Poznań and Cracow. It set off with the new idea to the people, not concentrating only on the capital or one-time event as it usually happens with this type of music ventures.Courage Festival invited brave artists such as:
Natalia Przybysz in „Na Lato”, 23.04 Warsaw
Bovska in „Mewa Towarzyska”, 30.04 Sopot
Novika&Mr.Lex in „Domówka”, 14.05 Wrocław
Xxanaxx in „SQ”, 21.05 Poznań,
Lily hates roses in „Prozak 2.0”, 18.06 Cracow
Kamp! In „Miłość”, 16.07 Warszawa
results
Courage Festival by Ray-Ban was widely communicated and promoted in social media channels of artists performing at the festival and fan pages of clubs. Courage Festival reached with his message more than 4 000 000 contacts and further 4 000 000 on other social channels (i.e. YouTube or Spotify).
In addition, during our festival we had a lot of activities picturing to our consumers the idea of „Encourage courage” and drawing them into interaction. During the events, after the concerts took place – we organized in these clubs courageous dance battles, bold contests with handcuffs. You could also take a bold picture in a photo-box. During the last event the participants approached over 1,000 balloons with bold challenges. After a brief encouragement all of them cheerfully moved into piercing balloons and fulfilling the tasks :))
Courage Festival was communicated by:
Social media artists
Social media Clubs
Videos and photo galleries after the concerts
Campaign on YouTube
Campaign on Spotify
Why Courage Festival was so effective and unique?
For the first time the brand has created its own festival. Original project had a greater echo than a single presence at one of the few great festivals
Concerts in clubs
Communication tube: brand + club + artist. The use of other social media channels than brand owned - in communication barter
Creation of positive emotions around the brand. Presenting its character to a wide audience
Multiple interaction with the brand
Our agency was responsible for:
Creative concept
Cooperation with ambassadors and clubs
Communication
Events organization
In addition, during our festival we had a lot of activities picturing to our consumers the idea of „Encourage courage” and drawing them into interaction. During the events, after the concerts took place – we organized in these clubs courageous dance battles, bold contests with handcuffs. You could also take a bold picture in a photo-box. During the last event the participants approached over 1,000 balloons with bold challenges. After a brief encouragement all of them cheerfully moved into piercing balloons and fulfilling the tasks :))
Courage Festival was communicated by:
Social media artists
Social media Clubs
Videos and photo galleries after the concerts
Campaign on YouTube
Campaign on Spotify
Why Courage Festival was so effective and unique?
For the first time the brand has created its own festival. Original project had a greater echo than a single presence at one of the few great festivals
Concerts in clubs
Communication tube: brand + club + artist. The use of other social media channels than brand owned - in communication barter
Creation of positive emotions around the brand. Presenting its character to a wide audience
Multiple interaction with the brand
Our agency was responsible for:
Creative concept
Cooperation with ambassadors and clubs
Communication
Events organization
Kamp! Miłość
Bovska, Mewa Towarzyska
Natalia Przybysz, Na Lato
