LVMH Hennessy / Brand XP & Service Design

Music gets a new platform

Reinventing a brand for the connected age

Insight

Music events have become a commodity

Since the first Artistry music events in 2006, music sponsorships had become a brand commodity. To bring Artistry into the connected age required a wide understanding and redefinition of nightlife and entertainment experiences appealing to a contemporary, discerning, international audience and understanding of their needs and motivations.

Challenge

How to reinvent a nightlife brand for the connected age?

Idea

From ‘big crowds’ to ‘memorable, participatory, immersive and unique’ experiences

Artistry becomes a self-sustained nightlife platform of connected experiences and content, powered by a community of artists and fans contributing ideas from different creative disciplines, beyond music.

Impact

From communication to service

Defined as a service that could provide brand fame, engagement and generate new revenue streams.

Deliverables:

  • market and trends research

  • audience analysis and segmentation

  • persona development and journey

  • brand strategy integration

  • creative business strategy

  • content and touchpoint ecosystem

  • service blueprint

  • market sizing and business case for investment

  • KPI framework for optimisation and innovation

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