Examples

Glenfiddich

The Challenge
• Promote Glenfiddich Essential Serve whisky cocktails
• Force brand re-appraisal as a sociable, mixable drink

FRUKT response
• ‘Break the malt whisky mould’
• Create discerning music-based experiential marketing and PR campaign

Execution
‘Glenfiddich Independent Mix’
• High profile live music events around the UK
• Supporting independent, international ‘nu-jazz’ talent, curated by Gilles Peterson
• Activation - PR, sales promotion, online and trade marketing

O2

The Challenge
O2 needed to know more about its ringtone buyers to support future service developments.
How do consumers choose to buy ringtones and how does music affect their decisions? How does O2’s service compare with others?

FRUKT's response
FRUKT surveyed both UK ringtone buyers, and O2 WAP users. FRUKT then applied its knowledge of music consumers, O2’s business objectives and mobile content to provide business focused recommendations based on the findings.
O2 successfully used the results to refine product development and its marketing messages

Execution
• FRUKT survey design
• Partner with ICM to survey 2,000 mobile users and 400 O2 WAP users
• FRUKT analysis

Capital Group

The Challenge
Capital Group needed to decide its role in the music download phenomenon. However, the company realized that the hype surrounding music downloads was making it hard to make a rational commercial decision.

FRUKT's response
FRUKT developed a custom music download model, cutting through bullish forecasts to reveal Capital Group’s addressable share of the download market.
FRUKT then worked with Capital Group to devise a strategy to help it maximize its commercial potential and reinforce its relevance with its audiences.

Execution
• Development of custom music download forecasts
• Recommendations for music download service strategies and executions