Rizla
The brief
The brief was to create awareness of Rizla’s Silver Slims product, to the target audience of (over 18’s) Brits abroad in Ibiza. In addition we were tasked to deliver a credible music association and a luxury competition to emphasize Rizla’s cool brand image and the premium quality of the product.
The activity
Oceans Events came up with the concept ‘Rizla Introduces Rogue DJ’s’, which brought together legendary bands such as Snow Patrol and Prodigy to DJ at San Antonio night club Es Paradis on Wednesday nights throughout the summer. The aim was to offer clubbers a unique music experience that wasn’t offered anywhere else on the island. To support the club activity, we ran an extensive a sampling campaign across the island and an on-trade competition where winners got to experience a luxury boat trip courtesy of Rizla. The campaign was hugely successful and really helped to build awareness of the brand in Ibiza.
Key achievements
- Rizla Introduces Rogue DJ’s reached just under 4 million consumers through a mixture of marketing, sponsorship, sampling, fliering, advertising and PR
- 7, 577 people attended the five Rizla nights
- 1,000 Rizla towels were distributed
- 34 winners attended the boat trip
The activity has firmly established Rizla as a significant brand on the island, and has ensured that Rizla’s presence on the island will grow and expand over the coming years.