Communications operator JT wanted to continue the momentum gained from their Best Networks campaign through the JT “Summer of Music” schedule.
The Music Moment events delivered a feel-good factor for the brand along with an emphasis on growing the Guernsey marketable base and increasing JT’s social following on Facebook.
The aim was to leverage commercial offers and drive new customer growth by:
Black Vanilla’s objectives were to provide JT with local insight and event management for their Summer of Music campaign here in Guernsey.
Black Vanilla suggested that the existing ‘Summer of Music’ plan be supported and complemented by a series of ambient, outdoor and social media drives.We wanted to remove the ‘ulterior commercial motive’ that could be assumed by some of the public and instead give them a more fun and friendly approach that catered for a wide variety of music lovers. We provided JT with over a dozen creative event and social media ideas to choose from.
Black Vanilla carried out all event organisation and implementation along with providing our social media expertise. As with all of Black Vanilla’s events, our personal touch, attention to detail and regular updates meant that the client was well informed and happy with all developments during the run-up to the three-week programme of Music Moments.
Elements of the campaign were so successful that JT invited one of the Music Moment artists to make a special appearance at The Gathering and our branded piano was also used in their VIP area at the festival.
The result? Heightened awareness of JT’ sponsorship of Summer of Music in Guernsey and more social media engagement than ever before.
Phil Eyre, CEO, Leaders
Claire Heaume, Manager, Marketing and Communications, Butterfield Bank (Guernsey) Limited
Carl Methven, Publisher BL Global