Paul McCartney
Artist: Paul McCartney
Client: Marshall Arts / AMEX
Objective American Express and Paul McCartney wanted to announce the Paul McCartney tour and the fact that AMEX card holders would have a 48 hour window to pre-buy tickets before they went on sale to the general public. With less than 48 hours notice we were asked to produce a media buying campaign to maximise awareness amongst the target audience.
Solution
First, we identified fans who would be most interested in the offer - predominantly older male, above average income, with a high interest in music. We suggested splitting the campaign between banner display and Google Content Network. Since the primary objective was to raise awareness of the tour and the association with AMEX, we placed the display ads on appropriate music sites: Q, Mojo, Last.fm, Word, Telegraph Culture and Guardian Music. Secondly, we used Google’s content network by targeting 30 artists with close association to Paul McCartney. 50% of the Google budget was targeted at YouTube since this is heavily used by the target audience.
Results
The campaign achieved 7.8 million impressions and 11,245 click-throughs in a 48 hour period, generating massive awareness amongst the target audience and demonstrating our ability to provide a quick and effective campaign given a tight deadline.