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