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Clear - Super Sonic 

BACKGROUND

CLEAR are sponsors of the two day Summer Sonic concert in Shanghai. Our task was to build brand association and create intimacy with a music audience using various mobile touchpoints

 

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INSIGHTS

The vast majority of music listening is now consumed on a mobile device, which meant that mobile was the most suitable platform to communicate with our audience.

In order to feel credible in this space, we needed to provide music audiences with engaging and authentic content.

 

CAMPAIGN STRATEGY

We road-blocked a series of mobile properties in order to build association with music.

We then negotiated the very first content partnership deal with Yinyuetai and QQ music (top music platform) to co-create tailored-made content for CLEAR to engage with consumers on mobile.

Leveraging WeChat as the centre of communications, we were able to encourage consumers to participate and share their music passion together with CLEAR at the Summer Sonic live event. 

 

RESULTS

The campaign exceeded all of our expectations with almost 1 billion mobile impressions. The combination of dominating mobile music environments and providing unique and engaging content, meant that CLEAR is now synonymous with music and the Summer Sonic event.