2019 Brand Experience & Activation

THE LEGENDARY TOUR

Short List
ClientPIAS RECORDS
Category C02. Live Shows / Concerts / Festivals
TitleTHE LEGENDARY TOUR
Product/ServiceCHANCE
Entrant MORTIERBRIGADE Brussels, BELGIUM
Idea Creation MORTIERBRIGADE Brussels, BELGIUM
Media Placement MORTIERBRIGADE Brussels, BELGIUM
PR MORTIERBRIGADE Brussels, BELGIUM
Production MORTIERBRIGADE Brussels, BELGIUM
Credits
Name Company Position
Nicolas Mouquet mortierbrigade copywriter
Geoffrey Masse mortierbrigade Art Director
Antoine Geluck Chance Musician
Joost / Philippe / Jens Berends / De Ceuster / Mortier mortierbrigade creative directors

Why is this work relevant for Brand Experience & Activation?

How CHANCE, an unknown Belgian musician performed in the most legendary venues in the world. We arranged a tour in Belgian cafés, pubs, chips shops that share their name with famous concert venues, such as Madison Square, Wembley, L’Olympia, Ancienne Belgique, Sportpaleis and Paradiso. A surprising perspective through which people could experience the music of CHANCE.

background

It can be hard for today’s musicians to get fame, especially when you are CHANCE, an emerging Belgian musician who released his ïrst album by the end of 2018. We needed more engagement from his current fan base, new fans, the support of the press and a bigger tour manager (booking).

Describe the creative idea (20% of vote)

We simply did what famous musicians do: an amazing tour in the best venues of the world. One detail: Madison square was a café in Liège, Wembley a small brasserie in Braine-le-Comte, Olympia a café in Wevelgem, Ancienne Belgique a restaurant in Flobecq,… Small places in Belgium sharing their name with famous venues.

Describe the strategy (20% of vote)

How to reach every music lover, CHANCE’s fan base and the press? We cra ed our campaign like one for a superstar, announcing the most amazing venues with visuals on social media and posters. Unbelievable for such a small artist. And yet, people believed it. Two weeks later we revealed the tour’s a er-movie showing the places weren’t exactly what people expected.

Describe the execution (30% of vote)

The tour was announced on Chance’s social media channels and posters were displayed in the cities of the real venues (New York, London, Paris, Amsterdam, Brussels). Tickets were sold online on a dedicated website. Gigs were broadcasted live on Facebook. Finally, an a er-movie of the tour was posted online.

List the results (30% of vote)

Launched on December 20th, with a €0 media plan, the Legendary Tour has been shared by national tv, international press and many music and other blogs. This reached 8,9 million people. + 60% album sales on iTunes +45% followers on Spotify + 260% fan engagement on social media Best of all, on the 3rd of March 2019, Chance performed at the legendary Ancienne Belgique, the real one this time. And that’s just a start, because he just signed with the biggest international booking agency: Live Nation.

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