Brand activation through an integrated campaign.
2022 Mercury Prize with FREENOW
Client challenge:
FREENOW, a mobility service provider, wanted an integrated campaign to increase brand awareness, engage new audiences and increase sign-ups to FREENOW, ultimately contributing to an uplift in Aided Brand Awareness.
As this is FREENOW’s first year sponsorship of the Mercury Prize, we can showcase all of our amazing results and successes alongside our projected results.
A big solution:
big group recommended tapping into the passionate music audience in the UK as research showed that ‘music’ ranked second in customer interests, spanning multiple genres. big group proposed, brokered and delivered the 2022 Mercury Prize with FREENOW title sponsorship for one year. The Mercury Prize champions the latest and greatest British and Irish music and is highly respected globally as Britain and Ireland’s biggest arts prize, the musical equivalent of the Booker or Turner Prizes. As this was FREENOW's first-year sponsorship of the Mercury Prize, we’re showcasing the results and successes alongside the projected results.
The campaign launched with influencer Jess Iszatt, a presenter and producer of the BBC Music ‘Introducing...’ show on BBC Radio 1, interviewing artists at the shortlisting event and concluded with her interviewing the winner on the red carpet at the awards show.
We leveraged interview content for social, managed social promotions, commissioned surprises and delights, sourced influencers, partnered with DIY magazine, created content for multiple channels such as DOOH, OOH, print, and social, and branded 12 FREENOW taxis with the artists' album artwork.
Unique Challenges:
Sometimes, external events disrupt the best-laid plans. The death of the Queen on the night of the Mercury Awards ceremony was a devastating blow. However, the awards were rescheduled for 3 weeks later, with 11/12 artists in attendance. One silver lining of this was an extra spike of coverage for the Mercury Awards in October
Firsts for a Mercury Prize Sponsor:
- Artists shared and tagged FREENOW in content
- Winner Little Simz named FREENOW in her acceptance speech
- 11 of 12 artists attended the awards show
- Partners (including BBC and Amazon Music) tagged FREENOW in social content
The results:
