16/02/12
By Karen Moss
PlayNetwork hascreated a unique audio in-store customer experience for sunglass brand Ray-Ban at its Covent Garden flagship store. The bespoke in-store profiling cements PlayNetwork’s position at the vanguard of innovation in brand associations.
Ray-Ban has a long standing affiliation with music, which is reflected by its current ‘Never Hide’ campaign and Ray-Ban Room sessions which feature up and coming artists. This strategy is complemented by PlayNetwork’s relationships with record labels ensuring the latest pre-releases grace Ray-Ban’s high-traffic London centre-piece.
PlayNetwork’s music profiles are designed to reflect Ray-Ban customers’ formative years so that the latest tracks are interspersed with songs by classic indie artists, such as Joy Division and Oasis. Working closely with Ray-Ban’s creative agency, PlayNetwork discovered the brand enjoyed a passion for emerging independent acts, highlighted by the fact that many are played in-store long before they appear on radio ‘A’ lists.
Dharmendra Patel, managing director of PlayNetwork EMEA, says: “Ray-Ban is synonymous with music - musicians from Roy Orbison to Bruno Mars have all enjoyed their effortlessly cool appeal. When creating content for Ray-Ban’s Covent Garden flagship store, it was critical to reflect this association through carefully selected ‘heritage’ tracks to the latest unsigned artists.”
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