Syco Music Print SAVE THE 1DAY by ais London

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Industry Records & Cinema Production
Media Print, Magazine & Newspaper
Market United Kingdom
Agency ais London
Creative Director Richard Coggin
Art Director Ollie Agius
Copywriter Pete Ioulianou
Released October 2011

Credits & Description

Category: Best use of Social Media Marketing in a Promotional Campaign
Advertiser: SYCO MUSIC
Agency: ais London
Creative Director: Richard Coggin (Ais London)
Business Director: Eve Fernandez (Ais London)
Account Director: Nadia Themistocleous (Ais London)
Copywriter: Pete Ioulianou (Ais London)
Art Director: Ollie Agius (Ais London)
Project Manager: Greg Machray (Ais London)
Senior Digital Designer: Justin Kiszegi (Ais London)
Digital Designer: Darren Turner (Ais London)
Technical Lead: Will Davies (Ais London)
Account Executive: Lisa Pickett (Ais London)
Head Of Online Marketing: Genevieve Ampaduh (Syco Music)
Product Manager: Katie Collard (Sony Music)
Media placement: Social Media - Twitter - Online - 5 October 2011
Media placement: Social Media - YouTube - Online - 5 October 2011
Media placement: Social Media - Tumblr - Online - 5 October 2011
Media placement: Website - Cyberpunk Site - Online - 5 October 2011
Media placement: Website - One Direction Detection - Online - 5 October 2011

Describe the objective of the promotion.
One Direction (1D) is a boy band who competed in the UK television show, X Factor. They came third. Our brief was to get them from second runner-up to No.1 boy band in the world.

Describe how the promotion developed from concept to implementation.
We capitalised on their UK fan-base and grew it across Europe and the world. We kept fans excited and engaged before the album launch – and boosted interest and optimised sales at launch – by creating an interactive story-telling platform. A 7-week, 24/7 escapade, on and offline.

It started with a character called 1DCyberpunk. A 1D mega-fan who gets her hands on the band’s production laptop containing all the new songs, artwork, videos, etc. To win it back, fans faced 50 challenges in 50 days. Sending them running, clicking, snipping and dancing in order to Save The 1Day.

Explain why the method of promotion was most relevant to the product or service.
We had to feed these social media hungry fans with a property they could engage with 24/7. Getting them to engage with the band directly everyday wasn’t feasible. So we did the next best thing and created 1DCyberpunk. A fictional character who became a massively influential channel. More so than many celebrities, including Victoria Beckham.

One Direction are fun, energetic and really care about their fans. By making fan participation integral to our campaign, we ensured the bands’ personality could come through. The challenges were frantic and entertaining, a better brand fit than more traditional approaches.

Describe the success of the promotion with both client and consumer including some quantifiable results.
‘Save The 1Day’ started 16 different worldwide trends on Twitter, 4 of them in one day. There were over 4.5m YouTube views of campaign content. 1DCyberpunk’s Klout score was 76 – higher than Victoria Beckham’s or Justin Timberlake’s.

The campaign was a triumph, strengthening the emotional connection between the band and their fans. With a budget of only £50,000, our campaign helped sell over 500,000 albums in the first week alone. Ultimately, 1D had their album in the Top 10 in 18 countries, and were the first British artists to have a debut No.1 album in the US.