Ben Sherman

Very Important Plectrums - VIP

Very Important Plectrum (VIP) is Ben Sherman’s corporate social responsibility campaign, promoted in partnership with Trekstock and Lifebeat. They needed new ways to build awareness of the campaign, give it greater stand-out, and ultimately raise more funds for their chosen charity.

Albert partnered with Ben Sherman to build a joined up multi channel campaign across their three key markets – UK, USA and Germany to help promote their partnership with Trekstock/Lifebeat and the VIP initiative.

The campaign began with a targeted approach to music artists with a signing pack to secure their commitment followed by the social media outreach to engage the key influencers in the industry. We worked with Clash magazine as a media partner to help promote and used traditional PR to support as artists came on board. We helped host a launch event in each market along with a retail exhibition to showcase the plectrums themselves. The final part of the campaign is the auction itself, which will be taking place on Ebay over the coming weeks.

The campaign has secured over 100 bands and musicians for the auction including Coldplay, Paul Weller, The Wombats, Keith Richards and The Streets to date.

Added May 8th, 2011