Although Sugar Cube is a relatively new hospitality venue in Scotland, it is already positioned as the best premium nightclub in the country.
Sugar Cube approached us to develop their brand and devise their launch campaign. We already had an excellent working relationship with the Directors of Sugar Cube from a multitude of other successful projects stemming back to 2007, but this was an opportunity to take complete ownership of a brand and campaign with lofty ambitions.

Sugar Cube had their name and venue; the rest was open for discussion.

Research

Despite having a good working knowledge of their industry, we still researched the spending patterns of the target market areas such as fashion, technology, sport and leisure.
The idea was to see what the leading brands in these other industries were doing with their visual brand, promotion, use of technology and tone of communication to form a bond with consumers.

Visual Identity

After an initial presentation of 8 logo designs, the selection was narrowed down to three, then tweaked to the final design.

Online Presence

We set about building a website that incorporated video and interior imagery, with the plan of adding over 200 customer images each week and a ‘Clubber of the Week’ competition to increase return visits to the site.

A blog would also be posted each week, partly to promote new events and partly to aid search engine optimisation. For a seamless brand across all touch points, the Facebook and Twitter profiles followed the brand guidelines. A digital/social media process was set-up to encourage sustained engagement with the target market. The process took into account the clients existing resources, and included both staff tasks and automation.

Countdown to Launch

With 8 weeks to go, we went live with the social media profiles and a data-capture holding page on the Sugar Cube domain. This was supported by a 60 x 40 outdoor campaign at select high-traffic sites around the city.
While drip-feeding small chunks of information via social media, we also ran a successful micro-campaign to recruit the best hospitality staff in the Scottish central belt.
With two weeks to launch, the website went live, which was announced via social media and a newsletter to those that subscribed via the holding page.
The promotional street-team, armed with launch flyers were deployed daily, and the industry press and popular press were invited to the upcoming launch.

Beyond Launch Night

We still update the Sugar Cube website on a weekly basis, and design all of the flyers, posters, internal signs, and advertising; ensuring their marketing stays targeted, relevant and engaging.

Results?

The numbers through the door, viewers on the website and mentions & engagement on social media continue on an upward trend. It attracts international and national  celebrities from entertainment and sport as well as local personalities. It has won a Bronze DRAM Award for Best Late Night Venue, and also won the Gold DRAM Award for Best Use of Social Media.

Neo Marketing were also recognised for the campaign in the Scotland Digital Business Awards. We took both the ‘CONSUMER ENGAGEMENT AWARD’ and the ‘BEST CLIENT CAMPAIGN AWARD’.

Website: www.sugarcubeglasgow.co.uk