Co-op joins music venture to target youth

The Co-operative is targeting a younger audience through a partnership with The British Music Experience at the O2.

British Music Experience and Co-op
British Music Experience and Co-op

The retail group has signed a three-year deal to sponsor of the music exhibition venture and launched an integrated campaign designed to engage with young people.

The sponsorship was launched today (8 July) by Franz Ferdinand front man Alex Kapranos.

The campaign features a series of five stories featuring a group of musical characters called “The Superfans” shopping.

It will take in press, outdoor, digital and experiential activity as well as PR and in-store promotional campaigns.

The Co-op claims the ads will resonate with a younger audience than traditional Co-operative advertising. It hopes to communicate its commitment to “inspiring and educating” young people across the country.

The British Music Experience is a charity venture, based at the O2, that aims to educate visitors in the history, science and culture of British popular music through audio-visual technology with music memorabilia.

Patrick Allen, the Co-operative’s marketing director, says: ’Both the new advertising campaign and sponsorship are exciting initiatives for The Co-operative. The new partnership with The British Music Experience aligns with our commitment to inspiring young people and creates excellent opportunities for us to engage with a younger audience, as well as enabling The Co-operative to explore new territories through this creative execution.”

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here