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.”