AG Barr is to launch its first brand-led above the line campaign for its drinks marque KA.

#AAAKA, or Access All Areas with KA is a competition for customers to play a key role in up-and-coming urban artists’ gigs, be that as a photographer, film-maker, singer, DJ, designer, producer, make-up artist, fashion designer, or music fan.

The competition will be launched through the drink brand’s first ever website, plus a YouTube brand channel and Twitter feed.

“The campaign was built on the key insight that the KA target audience respect brands that can help them fulfil their aspirations and desire to succeed. The KA brand has a unique sense of belonging within this group, and this underground campaign will promote KA to its already growing army of advocates,” said Adrian Troy, head of marketing at AG Barr.

The media partnership with GRM Daily was secured by PHD Media in Manchester. This will distribute video content of the artists to its core urban fan-base.

“KA’s first brand-led communications campaign is an innovative content-led digital solution that is credible and compelling for the brand’s core consumer.  The GRM Daily partnership coupled with targeted online advertising will put KA at the heart of its community and will provide a great platform for continued growth,” explained Dani Briers, managing director at PHD.

The campaign goes live today.