Extending festival partnerships through content

Over a three-year partnership we cemented Somersby’s position in the culture space by leveraging artists and Somersby’s ongoing partnership with St Jerome’s Laneway Festival.

Our campaign kicked off with Musical Shares in 2018, a five-part series centred around Somersby’s #ShareSomersby campaign.

It featured collaborations between Touch Sensitive and Alta, REMI and Billy Davis, Jonti and Panama, and more.

Content was published and amplified through Bolster’s in-house content platform LNWY.co, with a digital marketing campaign driving an increase in cider sales during a time of category decline.

Building on the success of Musical Shares, we revamped the series to align with Somersby’s Isn’t That Wonderful messaging, which focussed on positive happenings in an increasingly complex world.

Refreshing A Classic involved six Australian artists reimagining ‘April Sun in Cuba’ by Australian/New Zealand band Dragon. The pairings included Woodes and Paces, Thando and Billy Davis, and Bec Sandridge and Donny Benet.

In 2020, we were able to connect Somersby’s summer activity through a cohesive creative platform and connect with festival audiences nationally.

The Secret Garden tour was a truly 360 degree campaign as we took Laneway Festival artist Hatchie on an East Coast tour performing live at various Somersby-partner venues. We extended this activity into the digital sphere via a custom-designed website to house video content and written longform while also closing the loop with a custom dancefloor activation at Laneway.

Hero image credit: Joe Aguis