Summary
The Breakthrough Music campaign by boAt was launched on World Music Day, and revolutionized the industry by spotlighting emerging musicians overlooked in the mainstream. Securing exclusive YouTube ad space, the campaign tailors pre-roll ads to individual music preferences. Beyond digital, it features collaborations, outdoor displays, and innovative QR OOH art, connecting audiences directly to rising artists. More than a campaign, BREAKTHROUGH MUSIC is a movement, epitomizing boAt's dedication to diversifying and reshaping the music landscape.
Challenge
The contemporary music landscape is largely shaped by established artists, whose influence extends to captivating audiences and shaping algorithmic preferences. The challenge at hand was the difficulty faced by talented up-and-coming musicians in breaking through this industry status quo. The existing power dynamic often leaves emerging artists struggling to gain visibility, hindering their ability to reach a broader audience. boAt recognized this as a critical challenge and to address this issue, boAt strategically launched BREAKTHROUGH MUSIC on World Music Day. The objective was to disrupt the current paradigm and provide a platform that empowers emerging artists, giving them the stage they genuinely deserve.
Objective
The music industry, for all its melody and rhythm, has long been dominated by established artists, whose tunes echo through every corner of our lives. These musical giants not only captivate audiences but also control the algorithms that dictate our playlists. In the midst of this, emerging musicians often find themselves grappling with the challenge of breaking through the noise and making their mark. boAt recognized this inherent struggle faced by talented up-and-coming artists and has chosen to take a stand. The BREAKTHROUGH MUSIC campaign is not just a celebration of World Music Day; it's a commitment to amplifying the voices of those artists who are yet to take center stage. boAt aimed to create a platform that not only showcases the hidden gems of the music industry but also nurtures their talent, providing them with the exposure they need to reach a wider audience.
Strategy
To execute this campaign, boAt took a bold step by purchasing a 100% share of voice ad space on YouTube. Leveraging the power of contextually relevant pre-roll ads, tailored to individual users based on their preferred music genres, boAt ensured that viewers were introduced to similar emerging artists before they even listened to their intended song. This innovative approach allowed these talented musicians to shine and captivate the attention they rightly deserve. The execution of the campaign went beyond digital platforms. boAt collaborated with these budding artists, creating compelling content that showcased their unique style and sound. But it didn't stop there – these budding talents became the face of limited edition packaging, transforming our pan-India distribution into their widespread stage. Moreover, the launch of these emerging artists was celebrated on scannable hoardings across city hotspots, making their presence impossible to ignore. These larger-than-life displays acted as a testament to their talent and invited music lovers to discover the next generation of stars. Our clutter-breaking campaign transforms high-impact properties into mesmerizing QR OOH art, seamlessly connecting audiences from captivating QR art to the artist's immersive page. BREAKTHROUGH MUSIC was not just a campaign; it was a movement that aimed to level the playing field for emerging artists and provide them with the opportunities they need to flourish. Through this initiative, boAt reaffirmed its commitment to nurturing talent and promoting diversity in the music industry.
Data
boAt's BREAKTHROUGH MUSIC, launched on World Music Day, challenges the dominance of mainstream artists by providing emerging musicians the spotlight they deserve. With a bold move, boAt secured a 100% share of voice ad space on YouTube, tailoring pre-roll ads to users' music preferences. The campaign extended beyond digital, featuring collaborations, outdoor hoardings, and innovative QR OOH art, connecting audiences directly to the artists. BREAKTHROUGH MUSIC is more than a campaign; it's a movement fostering diversity and opportunities for emerging talent, showcasing boAt's dedication to reshaping the music industry.
Solution
Results
boAt's groundbreaking IPL campaign showcased unparalleled creativity and resourcefulness, achieving remarkable success with minimal budgets. The strategy involved hijacking the IPL, capturing widespread attention, and earning immense brand love. The campaign's impact was staggering, boasting a reach of 49 million, an impressive 82% surge in brand mentions, and an astronomical 1700% spike in engagement. BoAt ingeniously harnessed the cricket fever, demonstrating that innovative thinking can outshine extravagant budgets. By strategically infiltrating the IPL, the brand not only gained visibility but also cemented its status as a master of engagement, resonating with audiences on an unprecedented scale.
