CHALLENGE
To drive customer traffic to the new Lyle & Scott e-tail site ahead of the Christmas sell in, maintain the brands’ credibility in the youth market and underline its credentials with new music talent.
SOLUTION
We devised and launched Curated by Lyle & Scott a series of live music events to showcase the most exciting new contemporary musical talent, at the coolest new music venues. The initial nationwide tour consisted of 6 intimate gigs in London and other major UK cities including Manchester and Bristol.
RESULTS
The events saw over 3,000 attendees including major opinion formers, press, other artists and A&R teams from the music industry. The supporting campaign reached nearly 7 million people through print and online media with a return on investment of 10:1 and an EAC of over £1 million. The majority of the talent wore Lyle & Scot on stage and we secured a dedicated channel 4 TV series hosted by Will Best to cover the events.
