Ford: Bands In Transit

FORD:  Music Content to drive Cross Platform Earned Media

LoveLive consulted with the brand and their agency teams at the planning stage to devise and deliver a music content piece, facilitate Ford’s entry into music, and steer a long term music strategy.

Campaign Objective - Drive brand favorability using earned & owned media channels.

Ambition - To attract younger, style-conscious consumers.

Brand Challenge - Desirability vs Practicality – Ford products are bought with the head, not the heart.

 

THE SOLUTION – BANDS IN TRANSIT

A new VOD format featuring intimate sessions and conversational interviews from quality emerging artists. 

VIEW HERE - Sizzle Reel / YouTube / Facebook / Microsite

 

LOVELIVE DELIVER:

  • Music strategy
  • Creative proposition
  • A&R/artist curation & liaison
  • Rights clearances
  • Web build
  • Social media management & optimisation
  • Content production – consistently uploaded over 12 months
  • Oversee specialist PR
  • Brokered festival sponsorship
  • Content distribution – specialist content seeding in partnership with media agencies paid campaign
  • Project management
  • BiT project developed for continued roll out through 2012 & beyond

 

ARTISTS FEATURED INCLUDE:

  • Ed Sheeran
  • Rizzle Kicks
  • Bombay Bicycle Club
  • Ben Howard
  • Maverick Sabre
  • Guillemots
  • Dry The River
  • Michael Kiwanuka

 

 

 

 

 

 

 

 

 

 

 

 

 

 

ROI:

In first 4 months of social platforms going live:

  • Over 2,000,000 video views
  • Over 5000 YouTube channel subscribers
  • 19,000 page likes on Facebook
  • Over 35,000 total likes & shares across 3rd party sites
  • Over 500 organic Twitter followers
  • 40,000,000+ OTS via PR
  • 700% cost saving on music rights delivered vs market value

"Good CTR's, but the stand out are the dwell-times averaging well over 1 min. This speaks to both the quality of the content and the precision of the distribution footprint" - Oliver Smith, Commercial Director, Unruly Media, LoveLive preferred paid seeding partner.

 

FAN REACTION:

  • @LindsayKateDollbear - "What an awesome channel... glad I found you!"
  • @a4ann - "I *know* it's Tuesday. But music lovers should follow @bandsintransit #ff They *know* their music
  • @theothernoel - "@bandsintransit LOVING the Youtube channel. This is what we want! More of this kind of thing!" :D"

 

MUSIC INDUSTRY REACTION:

"The positioning of brands alongside artists has always been delicate. History is littered with ham-fisted, credibility shattering examples. Bands in Transit has found a great blend. LoveLive have created an engaging series that not only works for the brands and artists, but crucially for the fans too. This series has not only delivered top quality content but helped change the way artists and fans perceive brand partnerships."  Paul Smernicki - Director of Digital, Universal Music UK

 

CLIENT REACTION:

The Bands In Transit campaign has become an integral part of the broader strategy to shift favourable opinion for Ford at a primary brand level. The results for 2011 have been spectacular.
 
Our consumer engagement and brand favourability KPI objectives have been significantly exceeded, our ROI has surpassed our expectations and we are on a journey to build a credible platform for Ford in music.
 
LoveLive's unrivalled expertise within the music space, combined with their strong marketing sensibilities & abilities in digital media have been central to the campaign's success. LoveLive has steered us and the wider agency team through myriad music industry complexities, cost effectively securing rights and producing some of the best music content on the web.

It is this alchemy of marrying brand and artist sensibilities that LoveLive continually deliver, as such LoveLive are now a trusted partner.
 
Look out for more Bands in more Transits on screens near you soon…

Richard Beard - Communications Manager, Ford of Britain