The goal for this year’s activity was to make Live the colour brand for the youth market with a tailor-made programme, which was both highly-targeted and which echoed current lifestyle trends.It was crucial to build on the success of the launch of Live and strengthen the young, trendy, funky fashion-driven positioning of the brand. The combined media and sponsorship programme in 2000 had initially helped build a fun-loving, accessible, and friendly personality for Live and it was paramount that this brand personality continued to develop in 2001.

The core objectives were: -Further to increase awareness and build the Live image among 17-24 year olds.To create a “brand experience” unique to Live, reflecting a trendy, and at the same time, accessible and personal approach.We wanted Live to ‘sound’ big on air, through its association with credible, long-term sponsorships. We also wanted it to be more inspiring and provide an on-the-ground clubbing experience that really added value to our target consumers by creating an event with ‘talk-ability’ – big DJs, credible venues and interaction with the clubbers in their environment with a clubbing holiday give-way each night, thus giving them something back. The 2001 Live club tour was developed to build impact, interaction and experience. Our starting point for this was a mail shot to 5,000 clubbers who had enjoyed the experience in 2000. We promoted the events through core listing publications, posters, flyers, leaflets and SMS text messages. Some 285,000 items of communication were distributed.

Our theme, ‘What Colour will you be tonight’, formed the creative for a month-long PR/ marketing programme for every club. Live promo teams encouraged people to dye their hair for the occasion via incentives demonstrating the product through Live-coloured wigs.

The promo team handed out Live drinks stirrers in club (after taking their details to generate a database). Each night, one stirrer changed colour, signifying that the lucky clubber had won a holiday to Ibiza! Four unique radio partnerships were developed, reaching over 6 million people, with the 2001 Live club tour in support.Galaxy In IbizaSolus sponsorship of the network’s 3-month Ibiza activity, building to a climax of live broadcasts from Ibiza.Our ‘Club in Colour’ theme ran through all on-air and on-the-ground activity. Breakfast Show competitions ran on-air to win VIP tickets, also giving listeners the chance to experience ‘Clubbing in Colour’ Ibiza.‘The ‘Ultimate Warm-up to Ibiza’ events travelled to eight cities.A network-wide micro-site was built specifically for this partnership.Kiss 10013 weeks’ sponsorship of the newest show on Kiss 100 in London ‘Release Yourself’, with Roger Sanchez.The Live club event took place at one of London’s biggest venues. Build-up to the night included a weeklong Breakfast Show promotion, with VIP tickets and clubbing holidays for winners.We designed a Schwarzkopf Live/ Sanchez micro-site with chances to win prizes (four weeks’ activity).Opus – Vibe Nation The Mix, GWR’s FM network launched a new dance initiative ‘Vibe Nation’. Schwarzkopf Live sponsored their key strand - the ‘Vibe Nation Club Countdown’ for 13 weeks.The ‘Live Club Tour’ visited the strongest three cities against the target audience. Colours – Scotland (Best UK Club 2001)Live sponsored the Colours Mix for four weeks on Clyde 1/ Forth FM, Scotland’s leading radio stations. Promotions ran to win VIP tickets and entry into Colours @Space, Ibiza.We created two unique ‘Live Unlimited Colours’ events, with renowned DJs Eric Morillo and Paul van Dyk. Reviews in M8 dance magazine.4-weeks online activity.Quote to place wherever….Live Senior Brand Manager, Silvia Rocchetto, said: "Live is the colourant brand for young consumers, (16-30 year-olds), who want to express themselves, experiment with hair colour and enjoy life to the full. The sponsorship of Vibe Nation Club Countdown gives Live a great opportunity to communicate its core brand values - young, trendy, dynamic and vibrant - in a way which is personal and relevant to its audience." Live Unlimited Colors is a range of vibrant, high fashion shades of hair colourant from Schwarzkopf and Henkel. Launched in January 2000, it was the first colourant targeting youth with the positioning of ‘make a statement about yourself’.For the previous year’s activity we had already identified a core market (17-24 female bias) and learnt, through a variety of research techniques, that central to their lives is a love of dance music and club culture. As a result of this insight we developed the highly successful Live Club Tour 2000 (covering 19 UK cities), with significant on-air sponsorship, promotions and online activity. With knowledge and experience from 2000 and an increased (doubled) sponsorship budget, we approached relevant media owners to explore new sponsorship opportunities of which we could take ownership, to continue to build on the brand’s success. Our event marketing activity was based on the theme, ‘What colour will you be tonight’, and ran across all activity in clubs in 15 major UK cities and throughout the promotional branding. Now into our third year of activity, the Total Sponsorship team has managed all event and support activity and it is this ‘hands on’ approach that has allowed us to make it a success. Using a mix of media sponsorship, promotions, event marketing and online activity we have managed to develop and sustain a strong relationship with a highly selective audience, dominating their lives during each ‘City Takeover’.Recent sales figures show that Live is the 2nd fastest growing permanent hair colour brand with 90% of users under the age of 35, giving it the youngest age profile of all permanent brands. This profile is a result of two years’ hard work to ensure that Live has achieved stand out in a cluttered youth environment through a unique, integrated and invigorating campaign.

Our sponsorship activity has been paramount to the brand’s success, with the only other media spend for the brand being a 3 month burst of TV advertising. As a result, we have already renewed two of the sponsorship programmes to run this year and are currently developing the new concept for the Live club tour 2002.

Live Unlimited Colors is a range of vibrant, high fashion shades of hair colourant from Schwarzkopf and Henkel. Launched in January 2000, it was the first colourant targeting youth with the positioning of ‘make a statement about yourself’.For the previous year’s activity we had already identified a core market (17-24 female bias) and learnt, through a variety of research techniques, that central to their lives is a love of dance music and club culture. As a result of this insight we developed the highly successful Live Club Tour 2000 (covering 19 UK cities), with significant on-air sponsorship, promotions and online activity. With knowledge and experience from 2000 and an increased (doubled) sponsorship budget, we approached relevant media owners to explore new sponsorship opportunities of which we could take ownership, to continue to build on the brand’s success. Our event marketing activity was based on the theme, ‘What colour will you be tonight’, and ran across all activity in clubs in 15 major UK cities and throughout the promotional branding.