Smirnoff Pure – Sounds Like
The music we love is made up of many influences, including where we live. For our latest campaign for Smirnoff Pure, we tapped into the unique vibes of New Zealand and set out to help Kiwis discover the music that moves the cities and suburbs they call home. The campaign tapped into the insight that 70% of the audience is drinking off-premise. And since the potential of their night isn’t dictated by a bar, club or festival, we needed a way to meet them at home.
Through a partnership with local artists and Spotify listening data, we created 28 kick-starter playlists housed on our website that embody the distinct vibes of cities and suburbs all over the country. The playlists enable Kiwis to discover the sounds of their area, but they can do more than just listen. The collaborative site invites users to add their favourite tracks to their local playlist. The result? Ever-evolving Spotify playlists, full of the most-loved songs in any one area in Aotearoa.