BEST YOUNG CREATIVE OF 2022-2023
BY ART DIRECTORS CLUB OF EUROPE
GENELEC X BOILER ROOM
2018
MY ROLE
Creative concept design
PROBLEM
How to reach and engage millennial audiences?
SOLUTION
A true 360 campaign taking in: Event, premium branded content and contest for producers.
If producers won’t leave their bedrooms, Genelec needed to sneak in instead. Boiler Room is a popular live underground music platform every bedroom producer would love to appear on. So we ran a competition to give them the opportunity.
How? These folks love tweaking their sounds so with a ‘Science of Sound’ YouTube series we taught them how to push their waveforms to limits only Genelec can handle – and gave the winning producer a spot to open a special Boiler Room event, streaming live to over 2 million fans.
RESULTS
Intention to buy Genelec speakers grew from 12,9% to 80,6%
More than 1200 producers participated in the contest.
Live broadcast audience
2,1 million people
Social media content:
Reach + 10 million people, Engagement (likes, comments & shares) + 90 000
Earned media:
33 media hits. Gaining 18.5 million music lovers.
