Title	SECRET NUM8RS
Brand	ATOMIC SOUL
Product/Service	KRAFTWERK
Category	B03. Use of Exhibitions / Installations
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

Name	Company	Position
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.

Campaign Success

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".

Describe the success of the promotion with both client and consumer including some quantifiable 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.

Explain why the method of promotion was most relevant to the product or service

This is a work that challenges the lines between art, promotion. We didn’t only attract attention around The Kraftwerk concerts, we gave people an unexpected experience in their daily lifes and activated the user. 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 and beyond norwegian borders. Hopefully this will be the drive to forward for new and surprising ways to communicate to the audience that makes the customer to a more grateful sender.

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.