PLAYNETWORK CREATES INNOVATIVE IN-STORE EXPERIENCE FOR LONDON RAY-BAN FLAGSHIP
Unique music profiling at Ray-Ban store in Covent Garden extends brand association with music enhancing customer experience.
PlayNetwork, producers of unrivalled media experiences for brands worldwide, has created a unique audio in-store customer experience for legendary 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 distinguished and long standing affiliation with music which is reflected by its current ‘Never Hide’ campaign as well as Ray-Ban Room sessions which feature up and coming artists and ‘Backstage’, recorded at the biggest summer festivals. This strategy is complemented by PlayNetwork’s unsurpassed relationships with record labels ensuring the latest pre-releases grace Ray-Ban’s high-traffic London centre-piece.
PlayNetwork’s specific ‘heritage’ music profiles are designed to reflect Ray-Ban customers’ formative years so that the latest niche synthwave and electro-pop 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.
The in-store music is very immediate and hits the customer as they enter the shop. The atmosphere is more chilled in the morning and ramps up over the course of the day while at the weekend a club feel is the preferred vibe. Updates to the profile are made monthly, not only for the latest tracks but also additions to the ‘heritage’ tracklisting.
Dharmendra Patel, Managing Director of PlayNetwork EMEA, said: “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.”
Style, tradition and freedom of expression are the key values underpinning the philosophy of Ray-Ban, for generations the undisputed world leader in sun and prescription eyewear.
Debuting in 1937 with the Aviator model created for American Air Force pilots, Ray-Ban joined Luxottica’s brand portfolio in 1999.
Unaffected by the conceptual transience of fashion, Ray-Ban immediately made a name for itself thanks to the absolute quality and authenticity of its eyewear, now more “modern” than ever and worn by countless movie celebrities and trendsetters all over the world.
PlayNetwork produces unrivaled media experiences for brands worldwide. PlayNetwork programs include music, messaging, video, web radio, artist promotions and events, A/V systems, advertising networks and commercial XM Satellite Radio. PlayNetwork aims to deliver experiences with the truest level of customization and integration across every touch point—in-store, online and on-device. Founded in 1996, PlayNetwork is currently playing for over 75,000 media subscribers in 70 countries, reaching over 23 million people every day. For more information, visit www.playnetwork.com or www.xm4biz.com.
Fieldworks Marketing on behalf of PlayNetwork
Tel 0845 034 5602