To enhance this relationship, Artic launched in 2010 a new era marked by the partnership with MTV: four electronic music events, MTV Clubbing, a TV spot, a hundred festivals throughout Italy and the continuation of social media launched.

Sandro Marchetti, CEO of IAKI, explains the details of this strategy.

What’s different for Artic in 2010?

After last year’s good results, together with ILLVA we decided to adjust the shot.
An integrated project allows you to better analyze the response of individuals with regard to communication advertising projects.
Analysing the responses we got on social media, we decided to focus activities on a target more than 2010 profiles: young lovers of electronic music and clubbing phenomenon.

Who does get involved in developing such a project?

Many brands of alcohol have a special relationship with the world of music, but in practice this often results in a generic and stereotypical communication. IAKI has provided real insider: a creative team and management with extensive experience in musical projects such as Nokia Trends Lab, the Nokia community dedicated to the music we have managed for four years.

How do you manage the collaboration with MTV?

The greater the personality of media partners is, the greater the risks that obscure the brand popularity are. The agency use of a consultant with a music background allows you to work on an equal footing with major broadcasters such as MTV, taking advantage of its popularity, but the remaining protagonists of communication.