4: AMBIENT AND EXPERIENTIAL (Experiential)

Sing Bon Jovi - Island Records - Island Records JPEG
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Sing Bon Jovi - Island Records
Island Records

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Sing Bon Jovi - Island Records - Island Records

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Title of Entry: Sing Bon Jovi
Brand: Island Records
Product/Service: Island Records
Client: Island Records
Entrant Company: BBDO New York
Creative Agency: BBDO New York
Creative Director: Damjan Pita (Senior Creative Director)
Designer: Bhanu Arbuaratna
Copywriter: Jim Connolly (Associate Creative Director, Copywriter)
Chief Creative Officer: David Lubars (BBDO Worldwide), Greg Hahn (BBDO NY)
Sector: 38268
Date of Release: 2020-02-06
Notes: Bon Jovi are famous for their sing-along 80s hits, but not for their recent music. So for the launch of their new single, ‘Limitless’ we needed to make them relevant in 2020 and get both fans and non fans excited for the new song, the first single from their upcoming album. The musical landscape today is a very different one to when Bon Jovi were at the biggest in the 80’s so we wanted to specifically target the one place where most people discover new music today - social media. Bon Jovi are famous for their sing-along 80s hits, but not for their recent music. So for the launch of their new single, ‘Limitless’ we needed to make them relevant in 2020 and get both fans and non fans excited for the new song, the first single from their upcoming album. We created a teaser campaign where the only way people could preview Bon Jovi’s new song was to sing it themselves via Singbonjovi.com. People could then share their versions on Insta Stories for a chance to sing it with Bon Jovi. So many different fan versions of ‘Limitless’ flooded Instagram before the official release, that people couldn’t wait to hear how Bon Jovi’s version really sounded. By getting people to sing the lyrics to ‘Limitless’ (before they got to hear how Bon Jovi did it) we created huge anticipation for their new song. Over 25,000 user generated versions of ‘Limitless’ were created with Singbonjovi.com. With so many fan versions of ‘Limitless’ flooding Instagram Stories a week before the official song was revealed, people were intrigued and excited to hear Bon Jovi’s original version. So much so, that upon its release it was both No1 single and No1 music video in the global Itunes Rock Charts. The campaign was also talked about on multiple mainstream media outlets including Rolling Stone, BBC, ABC, and iHeart Radio, getting 8 million earned impressions without a single penny spent on media. The campaign not only reengaged old fans, in the age of Tik Tok and music’s popularity on social media, it recruited a new generation of Bon Jovi fans.
Other Credits: David Rolfe (Head of Integrated Production)
Other Credits: Nick Russo. Mike Bodge (Developer)
Other Credits: Ray McGale (Production Artist)
Other Credits: Alex Lubars/ Morgan Ammons (Editor)