| Title | SECRET NUM8RS |
| Brand | ATOMIC SOUL |
| Product/Service | KRAFTWERK |
| Category |
E03. Experience Design |
|
Entrant
|
KITCHEN LEO BURNETT Oslo, NORWAY
|
|
Idea Creation
|
KITCHEN LEO BURNETT Oslo, NORWAY
|
|
Idea Creation 2
|
VOID Oslo, NORWAY
|
|
Media Placement
|
KITCHEN LEO BURNETT Oslo, NORWAY
|
|
PR
|
KITCHEN LEO BURNETT Oslo, NORWAY
|
|
Production
|
KITCHEN LEO BURNETT Oslo, NORWAY
|
Credits
| Torkel Bjørnstad Sveen |
KITCHEN LEO BURNETT |
Art Director |
| Ola Øvrelid |
Kitchen Leo Burnett |
Copywriter |
| Marianne Sæther |
KITCHEN LEO BURNETT |
Sr. Graphic Designer |
| Pia Lystad |
Kitchen Leo Burnett |
Designer |
| Per Erik Jarl |
Kitchen Leo Burnett |
Art Director |
| Christian Hygen |
Kitchen Leo Burnett |
Copywriter |
| Adam Gruner |
Kitchen Leo Burnett |
Motion Graphics |
| Aasmund Amundsen |
Kitchen Leo Burnett |
Film editor |
| Tom Andre Engli Andersson, |
Kitchen Leo Burnett |
Head of Inovation |
| Aram Zarkoob |
Kitchen Leo Burnett |
Account Manager/ Creative Producer |
| Karoline Nybakk |
Kitchen Leo Burnett |
Account Manager |
| Maren Gimnes |
Kitchen Leo Burnett |
Copywriter |
| Void team |
Void |
Computational Design Studio |
| Simen Øian Gjermundsen |
Simen Øian Gjermundsen |
Programming |
| Einar Aslaksen |
Pudder Agency |
Photoghaper |
| Marcus Schultz |
Velcrux/ word-up projects |
Film |
| Herman Stenerud |
Velcrux/ word-up projects |
DoP |
The Campaign
As a tribute to Kraftwerk we wanted to create a special experience that lived in the intersection between music, art and technology – since this is how Kraftwerk have worked for 30 something years.
8 days before the ticket launch we placed 8 large numeric installations all over Oslo, as homage to the 1981 single "Numbers". The numeric ambient pieces were equipped with ultrasonic sensors, allowing them to interact with people who was passing by. The installation were cryptic and intriguing in general as the design created a very different element in Oslo city environment - but it created special attention amongst Kraftwerk fans as they recognized the visual design and sound design and suspected this might have something to do with Kraftwerk.
Creative Execution
We created interactive numeric installations triggered by ultrasonic sensors, placed all over Oslo. The installations played sounds made by Kraftwerk exclusively for this project, playing when people passed by. The Numbers moved closer to the venue day by day for 8 days. The installation came with only one piece of information - the url num8rs.com. On the website you could register to get access to pre-sale and it also had a countdown to ticket launch. From the launch day and onwards you could buy tickets on the site.
On the day of the ticket launch the installation became complete, all the numbers where moved to outside of the concert venue (which also is the most iconic building in Oslo- The Norwegian Opera & Ballett). As the installation was complete fans and passerby's could walk their own version of the iconic vocoder sequence from the 1981 video "Numbers".
Results
The cryptic execution and target specific message created a large interest and speculation amongst fans as well as others.
Results:
- 55% of the tickets were sold directly from the campaign site num8rs.com.
- 82% of the tickets were sold within 6 days from ticket launch. Worth to notice the launch was over a year before the concerts were actually taking place.
- A large buzz in social media and fan forums amongst fans.
- Media coverage in two of the largest newspapers in Norway as well as in lifestyle publications and popular-cultural publications.
This is a sales-driven campaign that targets a specific audience.
The work is based on the special references and knowledge the target audience have as dedicated fans, and the idea uses this insight as a platform to create a unique experience for them. The iconic Kraftwerk reference this work is based on, is picked up by the target audience alone, and therefor gives the audience a special message and experience that is perceived as "for my eyes-only", and in the same time the work was designed to give anyone a special experience even though not everyone would get the reference.
In order to create genuine excitement in a fan group, it is important to really tap into the references they have to the band. We wanted to talk and act like the actual fans - for tone of voice and messaging – and base our work on what the fans loved about the band. So we did interviews with fans and thoroughly scanned fan forums to see what the fans were excited about.
The iconic single "Numbers" from 1981 caught our attention since it was loved, and iconic both in visuals and sound. It also fitted our theme perfectly when promoting 8 concerts, in 8 days, from 8 albums. It was a great reference that fans knew and loved, and that played both to the upcoming 8 concerts and the past of the band. Call to action was “buy tickets” as we trusted the creative work to do the promotional