Culture and trends
min read

‘The Aitch-S2’ with Aitch and Relentless | Campaign of the Week

Written by
Izzy Hall
Published on
July 11, 2022
Last updated
January 22, 2024

What this article covers

Subscribe to our newsletter

Subscribe to receive the latest blog posts to your inbox every week.

Subscribe

By subscribing you agree to with our Privacy Policy.

Welcome to Campaign of the Week, where we explore some of the freshest and most exciting campaigns from the brands that are engaging their Gen Z audience and catching our attention every week. Today we’re looking at Manchester rapper Aitch’s campaign, The Aitch-S2. 

Aitch, an award-winning rapper from Manchester, has teamed up with energy drink brand Relentless and launched a new campaign to give away free train tickets this summer to help young adults get to gigs and festivals across the UK. The initiative, ‘The Aitch-S2’, is intended to create cultural accessibility and highlight new music scenes around the country.  This initiative was started with the goal of helping young music fans get back to music concerts and festivals after the COVID-19 pandemic which didn’t allow for these types of events to happen. The project is running for eight weeks during the heart of the summer between July and August and will involve releasing hundreds of train vouchers up to £100 each.

What’s the campaign about? 

The Covid-19 pandemic impacted people in various ways, whether it was physically, mentally and financially, with a lot of people having to give up things they enjoyed doing for fun, such as concerts, because they just simply couldn’t afford it. The Aitch-S2 initiative aims to make a difference by relieving the financial stress that might restrict people from going to a concert. Aitch understands how hard it can be to travel outside of your home town/city because of cost, and hopes that the campaign will allow people to “break out of their city limits”. There’s a great music scene happening this summer, and Aitch doesn’t want young Brits to miss out on the fun.

As mentioned, this campaign is in partnership with Relentless, but this isn’t the first time that the rapper has teamed up with the energy drink brand, with last year seeing him front their Relentless Without Limits energy drink campaign. Relentless Without Limits aims to inspire the next generation to ‘live, dream, dance and create without limits.’ 

Those under 25-years-old can apply from anywhere in the UK for free travel across the national rail network by visiting www.aitch-s2.com, and £100 travel vouchers will be sent out weekly. Additionally, on-can promotional competition running from August will also give Aitch fans will also be in to win a day with the rapper.

Why do we love it?

Being able to be creative and free was challenging during the Covid-19 pandemic, and it felt like it was hard to find an escape, but this campaign is helping young people to get back out there and experience as much as possible. Gen Z are now able to show future generations how to come back better and stronger after such challenging times. This summer is the time to get back to music festivals with family and friends, and Aitch’s support of young people in this way will undoubtedly earn their loyal support and praise.

Want more like this? Subscribe to our newsletter for weekly updates on the latest youth trends direct to your email inbox.

Cover image 📸: @relentlessenergydrink on Instagram.

1,000+ brands trust Pion

Ready to see how Pion can supercharge your sales targets?