Title | THE LEGENDARY TOUR |
Brand | PIAS RECORDS |
Product/Service | CHANCE |
Category |
E02. Launch / Re-launch |
Entrant
|
MORTIERBRIGADE Brussels, BELGIUM
|
Idea Creation
|
MORTIERBRIGADE Brussels, BELGIUM
|
Media Placement
|
MORTIERBRIGADE Brussels, BELGIUM
|
PR
|
MORTIERBRIGADE Brussels, BELGIUM
|
Production
|
MORTIERBRIGADE Brussels, BELGIUM
|
Credits
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 Direct?
How CHANCE, an unknown Belgian musician made it to 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 funny way to build a strong relationship with CHANCE’s fanbase and engage
new fans. They could experience and discover his music from a totally new perspective.
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 (30% 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 (20% 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.