Sony Music: OOH Spectacular
What?
- Create an iconic OOH installation worthy of Michael Jacksons first post humous
- Deliver global PR to tie in with the launch and get people talking about the record breaking artist.
- Create a media first and an installation with viral potential
- Produced and installed the biggest poster in History showcasing the album cover of Michael.
- Sourced location within half a mile from where planes touch down at the busiest airport in the world.
- Video created and edited showcasing install and Guinness world record breaking attempt put online within 2 hours of install
- Delivered Jackson's first posthumous world record and his last (to 1/10/11)
Results?
- Over 30,000 planes landed or took off directly over the installation
- Installation receives over £3,500,000 in offline and online pr coverage ( incl all major nationals & CNN, CANAL+, BBC)
- Michael becomes the most successful album launch of 2010 and goes to number one in over 15 countries.
- Youtube and combined video views tops 1,000,000
- Over 45,000 facebook likes and tweets referencing the campaigns
- News coverage delivered in over 30 countries including Australia and India.
It was a pleasure to work with the CURB team. We needed to deliver our (literally) big idea, and we were not disappointed by the way CURB pulled out all the stops to make it a reality. The commercial results and international impact speaks for itself. We look forward to working with the team again soon.
Simon Barnabas
Senior Marketing Manager
Sony Music Entertainment (UK) Ltd
