| Title | SECRET NUM8RS |
| Brand | ATOMIC SOUL |
| Product/Service | KRAFTWERK |
| Category |
B08. Music Content Production & Distribution Strategy |
|
Entrant
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KITCHEN LEO BURNETT Oslo, NORWAY
|
|
Idea Creation
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KITCHEN LEO BURNETT Oslo, NORWAY
|
|
Idea Creation 2
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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 consist of 8 unique neonlights where design and typeface are taken from the iconic song and music video ”Numbers”. The installed electronic registrers that a person passes by and then the installation turns lights briefly on while triggering Kraftwerk soundtrack accompanying the number installation it represents. All number tracks are recorded by Kraftwerk themselves, especially considering this project.
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. The project received also wide media coverage in nternational music blogs and journals
This is a work that challanges the lines between art, promotion. To promote Kraftwerk 8 concerts in Oslo, we create a campaign that could be experienced by everyone, but that could only be understood by real Kraftwerk fans.We didn’t only attract attention around The Kraftwerk concerts, we gave people an unexpected experience in their daily lifes, but also branded the band as a must see band in Norway.
Instead of using social media or other traditional instruments to create a hype around an event and artist, “Num8rs” is doing something different which creates a deserved attention both in Norway
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. CTA was “buy tickets” as we trusted the creative work to do the promotional part