| Title | THE LEGENDARY TOUR |
| Brand | PIAS RECORDS |
| Product/Service | CHANCE |
| Category |
A05. Media / Entertainment |
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Entrant
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MORTIERBRIGADE Brussels, BELGIUM
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Idea Creation
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MORTIERBRIGADE Brussels, BELGIUM
|
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Media Placement
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MORTIERBRIGADE Brussels, BELGIUM
|
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PR
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MORTIERBRIGADE Brussels, BELGIUM
|
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Production
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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 PR?
How CHANCE, an unknown Belgian musician made it to the most famous venues in the world.
We did what music superstars do: an amazing tour in the best venues of the world. One detail:
Madison square was a café, Wembley a brasserie, Ancienne Belgique a restaurant.. Small places
in Belgium sharing their name with famous venues. The Legendary Tour has been shared by
national tv, international press and music media and beyond. The operation reached 8,9 million
people. Best of all, Chance performed the real Ancienne Belgique. That’s just a start, he just
signed with international booking agency Live Nation.
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 PR strategy (30% of vote)
The bigger the venue is, the more respect the musician gets. But to be allowed to perform in
such big venues, is really hard for today’s musicians. Especially when you are CHANCE, an
emerging Belgian musician. So we broke the rules and took a shortcut. We announced a
legendary tour in Madison Square, Wembley, Olympia, Sportpaleis, Paradiso and Ancienne
Belgique. We cra ed visuals and posters like for superstars. Unbelievable for such a small artist.
And yet, people believed it. Then we revealed through an a er movie that the tour took place in
small places in Belgium sharing their name with legendary venues.
Describe the PR 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 blogs from music and beyond. 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.