CASE STUDY: Orange Monkey Music 3D holographic concert

Provided by Multiply
How could Multiply promote Orange Monkey PAYG, using innovation in lifestyle locations?
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What was the Challenge / Background of the Campaign?

How could Multiply promote Orange Monkey PAYG? How could we offer members access to free music downloads and encourage sharing of files using innovation in lifestyle locations? How could Multiply visit a number of locations within a limited time frame around the country, whilst maximising the reach to the target audience? How could Orange communicate their message in an exciting, relevant and innovative way.

What was the Campaign Objective?

To visit a number of locations within a limited time frame around the country, whilst maximising the reach to the target audience. Create an idea that would allow Orange to communicate their message in an exciting, relevant and innovative way.

What was the Solution?

A fully branded cube; 4m x 4m x 2.5m, which showcased a 3D holographic projection of musicians ; NDubz, Tynchy Stryder & Pixie Lott performing footage filmed for Orange Monkey. The life like 3d performances appeared as though the artists were performing on a stage set in the cube and protected by steel barriers. A 10 date tour in 5 the busiest shopping centres within the UK. Fully trained staff members represented Orange and were on site to distribute branded lanyards and sim cards.

What were the Results?

Total footfall exposure 84, 500 over 5 weeks. Figures for LIVE artist appearances: Tinchy Stryder - 1,500 excited fans greeted Tinchy Stryder at Cabot Circus, Bristol. Pixie Lott & N-Dubz: 2,000 excited fans greeted Pixie Lott & N-Dubz at the Manchester Arndale. Numbers of SIM's given away in total: 72,000 average store footfall figures up by 28.8%. Average product sales figures 45.8%.

What were the Key Learnings of this Campaign?

For this campaign to work we had to choose the celebrities correctly. For our target audience we chose the perfect selection of artists. Within shopping centres there is often a size restriction or height restriction for stages so we had to ensure our set complied with every location.
BudgetReach & FrequencyTarget AudienceMedia Used
£101k to £250kTotal footfall exposure 84, 500 over 5 weeks
16 - 24
25 - 34
Both
ABC1
Students
UNUSUAL
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearBUILD AWARENESSEXPERIENTIAL
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