Jack Johnson To the Sea

Objective

• Drive Awareness of the launch of Jack Johnson's new Album - To The Sea.
• Maximise purchase intent of tracks and album

Solution

Multiple touch points were used to direct consumers to the custom built Jack Johnson mobile site.

Touch points included:

• Mobile Banner Advertising
• Newlet/Icon Sponsorship Advertising
• OOH Advertising on Trams - with text to download free track
• Taxi Back advertising - with text to download the free track
• Coffee Cup Advertising – with call-to-action to scan QR Code or text for free track

Insight

The Big Mobile channel proved an effective way to raise awareness of the album launch, through multiple mechanics we were able to reach the core demographic target in the right places at the right times.

Result

The campaign delivered fantastic results all round.

• Over 17,000 unique visitors to the Jack Johnson mobile site. Each visitor interacted and increased their emotional connection with the album by being able to preview – both listening and viewing the you and your and then given the option to buy the album through the iTunes store, right from their mobile
• Average click thru rate of 1.23% for mobile media (1.5x category average)
• Average time spent on the mobile site was 5:35min
• Of the people who visited the site (73%) downloaded content and 11% entered the competition