Turning Londoners into Beliebers

Turning Londoners into Beliebers

The Entertainment & Media industry invests significantly more on Out of Home than any other advertising sector. TV broadcasters, national press, social media channels, radio stations and the music & film industries all recognise the value of digital out of home at delivering a mobile, affluent & tech savvy audience.

The music industry has changed irrevocably over the past decade, much like Out of Home, both tied to developments in technology & digitisation. The ability of digital out of home (DOOH) to deliver real-time dynamic communication & its natural partnership with social media & mobile has heightened the relevance for both the record labels and the consumer.

DOOH offers artists and brands the chance to exploit the executional flexibilities and Outdoor Plus has been a pioneer in this area working with record labels to deliver real-time communication around the BRIT Awards, individual artists & music provider Spotify.

In 2016 Outdoor Plus collaborated with Universal Music and MediaCom to create an award-winning dynamic campaign for Justin Bieber.

Background: Universal Music needed to convert Bieber hype into sales and streams.

Justin Bieber’s new album Purpose was released in late 2015 and the first three singles dominated the charts over Christmas. However, by early March all three singles had fallen down the charts and the album had dropped out of the top five.

With all three singles still receiving heavy airplay, and with Bieber making a visit to the UK, Universal challenged us with re-promoting the album.

We needed a media strategy that would convert the hype and airplay into sales and streams.

The big idea: Dynamically link live radio airplay on Capital FM to real-time Digital Out of Home.

Universal Music and MediaCom saw an opportunity to extend Bieber’s heavy exposure on Capital FM’s playlist onto the streets of London via real-time ads across the Outdoor Plus portfolio. Outdoor Plus created an innovative digital campaign that reacted in real-time to the Capital FM playlist. Whenever tracks from Purpose played on the radio, corresponding creative was simultaneously triggered to run on Digital out of home.

Making it happen: Using data to link Radio & OOH.

We created a dynamic data link, connecting Capital’s live playlist feed with Outdoor Plus’ digital screens around London, using the audio as a signal to trigger display of Bieber creative.

Each time a Capital DJ cued up a track from Purpose, the Outdoor Plus screens switched from whatever content they had been showing to promoting the album. This creative dynamically referenced which Bieber song was playing on the radio at that moment with the line: “Now playing on Capital FM”.

The creative ran for the duration of the song, whenever Capital played one of the singles from the album.

Results: Sales rose by 31%.

Sales of the album Purpose increased by 31% over the campaign period and it returned to the top of the charts.

Additionally, when Justin Bieber himself saw the campaign while in the UK for the BRIT Awards, he emailed the chief executive officer of Universal Music to say he was ‘genuinely thrilled’.

Bringing Digital Out of Home & Radio together like this, in a truly live way highlights the potential of the medium. In a world where context is becoming ever important Outdoor Plus was able to bring audio and visual together in a unique and immersive way, whilst also delivering sales for Universal Music.

Helen Weisinger, Chief Client Officer, Outdoor Plus

Tel: 020 7472 5200

Email: hweisinger@outdoorplus.co.uk


Twitter: @Outdoor_plus

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