the 7 stars - Case Study
Connectivity
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The Brief
Our task was to keep Converse moving forward; specifically through highlighting Converse’s strong association with music. In October we helped launch the Connectivity music track; a celebration of the creativity and diversity of the UK music scene with Hot Chip, Bernard Sumner and Hot City collaborating on the free download track ‘Didn’t Know What Love Was’. The collaboration was the start of Converse’s year-long celebration of UK music.
Solution
At Old Street Underground station we took all advertising panels off escalators and put up a striking one-piece frieze. Integrated digital panels embedded in long displays were created at Angel station so commuters were immersed in a branded environment. And every corridor at Camden Town tube was filled with bespoke copy and images. Above ground, we selected strategic locations and unusual sites including special long postings, drum wraps, giant squares, legal fly-posting and hand-painted murals across the UK that Monorex commissioned artists to paint. In print, we took double page spread ads in music and style titles such as Vice, NME, Artrocker and Mixmag and also in local titles. To engage further with our audience, Spotify delivered homepage takeovers on key days when the music track & video were being launched and we handed-out branded bags containing A2 poster nightclubs, art galleries and universities.
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The Results
One of the best outdoor campaigns the UK has seen in recent years!