- Malibu Soundclash launches as first project -

Pernod Ricard, the world number two in wines and spirits, has consolidated the online work for three of it’s major brands - Malibu, Stolichnaya & Havana Club - into one central agency partnership.

Glass, the design and interactive marketing agency, and Attention, the promotional marketing specialists, have together been appointed to deliver all digital work for Pernod Ricard's white spirits range.

The first project to be delivered from the partnership will be supporting the launch of Malibu Soundclash National Union of Student (NUS) events, a tour of 24 universities running from October 4th until the end of the year.

Inspired by life in the Caribbean where music is played everywhere and by anyone (on street corners and in bars), the Malibu Soundclash involves DJs touring universities with their decks as well as inviting students to submit playlists for a chance to play their own records on the night in ‘bring your own soundclash rooms’.

For the first time a dedicated microsite will feature pre- and post- event calls to action, including voting in an ‘online soundclash’, a photo-wall for recording memories (good and bad) of the night before, DJ profiles, and competitions including a head-to-head between DJs from different universities encouraging friendly rivalry and widening the reach of the event. www.malibusoundclash.com

“It is hugely significant for major brands such as Malibu to be making use of user-generated content and online voting”, Jo Spencer Marketing Manager of Malibu & Pernod. “We are keen to develop our communication with our target audiences on all levels, and working with Glass and Attention as online partners will maximise the benefit of all our marketing activity, increasing the number and impact of touch-points with our audiences.”

Ben Hart, Glass CEO and co-founder, says, “This is a great example of how consumer brands are increasingly using digital to get in touch and truly connect with their audiences, in ways that are engaging and relevant to them. Developing the site in flash achieves an experience that is alive reflecting the fun and upbeat nature of the events. Post the event the site reaches out to those that attended the event encouraging them back with the photowall and inviting those that didn’t attend to get involved with the online soundclash between universities voting mechanic.

Scott Lenik, Managing Director of Attention, adds, “The Malibu Soundclash events are an exciting first in our on-going relationship with Pernod Ricard, which will include creating and developing a streamlined digital and technical structure for all online marketing of the white spirits brands.”

Notes to editors:

About Glass

Glass is a creatively-led design and interactive marketing agency, focused on connecting brands with people living in a connected world.

Through consumer insight, Glass creates ideas that effectively engage people across multiple platforms. Glass does this by designing and maintaining attractive and persuasive dialogue given an understanding of audience, business context and client objectives.

Glass delivers work that contributes directly to brand success working across all disciplines of digital media from websites, interactive advertising, email marketing, search, mobile solutions and interactive television. Glass works directly with brands, as well as alongside both media and creative agencies, creating a variety of design and digital marketing solutions and campaigns.

Glass is an independent agency, co-founded in 2003, by Ben Hart and Kevin Eade.

In September 2005 Glass was selected by New Media Age as an ‘agency to watch’ for its digital league tables.

Clients include:

EMI, Disney, Lloyds TSB, the NHS, Royal British Legion, Hewlett Packard, Sony-BMG, SKY, Rainier PR, Telereal, Coca, Leaf, Porter Novelli, Birmingham International Airport, McCann Erickson, Citigate Albert Frank, Positiva, Iris, Diamond Trading Company, BSMC (Big Screen Multimedia Company), Tamblin, IconZest, YouthNet, Panasonic

For further information, please contact:
Ben Hart
T: 0870 872 2400

About Attention

Attention are independent promotional marketing specialists.

Founded 5 years ago, the agency has grown to represent some of the UK’s biggest and most famous brands. Its two founders, Adam Houlding and Scott Lenik, brought a wealth of experience from agencies and clients respectively, enabling a fresh approach to promotional marketing.

The agency is built on a core belief that effective promotional marketing should be able to measurably drive sales and build brands. Delivering on this fundamental belief has helped Attention to establish a strong reputation and to grow year on year.

Attention follow a process called Brand AmplificationTM; which has 4 constituent parts;

•High Definition Thinking – Developing insights based on brand, market, consumer and trade on which to base promotional campaigns

•Creative Harmony – Innovation in activity and gold standard creative work are built on insight and emotionally engage the audience.

•Resounding Output – Robust processes ensure effective implementation. The experienced account team demonstrate a strong service ethic

•Sound Check – Campaign measurement, evaluation and ensuring learnings are captured and implemented in subsequent campaigns.

Brand AmplificationTM; means ensuring that promotional marketing drives sustainable sales, but also raises brand equity over the long term. Attention also have a strategic arm Attest to handle research as standalone projects, or to support promotional activity.

This approach has recently delivered outstanding results for the Malibu brand. Pre-testing has enabled fine-tuning of an insight based promotional campaign that ultimately delivered a sales uplift of over 500% in the managed channel. Early indications are that this campaign has had a very positive effect on key equity measures and repeat purchase. It is this approach, and a focus on delivering measurable ROI that gives Attention’s clients the confidence to invest below the line, and the confidence in the agency’s stewardship of their brands.

Attention’s skill set covers the range of disciplines under, and associated with promotional marketing. These include sales promotion, new media, POS, DM, trade and internal communication, experiential and research.

Work over the years has led to the development of insight into the areas of FMCG, convenience, health and well-being, premiumisation and youth. That’s why we’ve been able to amplify some outstanding brands including; Malibu, Carling, Twinings, Bacardi, Danone, Regus, Schwartz and Castrol.

From the purchase of new offices in Shoreditch, Attention’s spiritual home, to winning work with new clients including Yell (Business Pages), Malibu, Total Home Entertainment and Oriental Express, the last year has been an eventful one for the agency. This growth has necessitated the arrival of new faces to an already outstanding team.

Visit www.Attention.uk.com to find out more.

Published on: 12:00AM on 10th November 2006