How We Sold The World Cup, To World Cup avoiders…

And Won!

.  Target:  

Working with the UK’s BBC Radio 1, our 5 week campaign to create an alternative World Cup anthem has just concluded.

The Target?

Football fans and non-football fans alike, male and Female, and specifically for people under 30 years old.  

The  5  key  points  to  the  campaign’s  success…  

The 6 Key Points to success

1. Get the right (and relevant) Partners.

BBC Radio 1 was the perfect partner main broadcast partner

Radio 1 playlist band 5 Seconds of Summer provided the main vocals

No Sheet Music provided

the publishing, and then with writers

Ben Townsend, Dave Cribb

and Roy Stride, the package

was perfect.

2. Give The Audience Ownership From The Outset

Every aspect pertaining to the creation of the song was driven on-air through Scott Mills and his daily BBC Radio 1 show.

Spending 10 minutes on-air each day discussing the subject, allowed listeners to input and hear all of the pre-production

process that goes into putting together a song.

Who should perform it? Should Scott do a rap within the song?

Who’s going to write it?

3. Let The Audience Be Part Of everything.

The Recording Session

Writing The Lyrics Which Other Special Guests Should Appear On The Track?

4. Get The Right People to Support You

We booked the right celebrities to appear on-air with Scott to discuss the creation of the song, and offer expert advice.  

BBC Match Of The Day’s Mark Chapman

Rapper Lethal Bizzle

Comedy Rappers Abandoman

Legend! John Barnes

BBC TV Commentator Guy Mowbray

5. Create A Video & Get Famous People To Appear In It

6. DO The Right Deal

We wanted to give the track away for free to

anyone who wanted to own it. We secured,

through 5 Seconds of Summer’s record label,

unlimited free downloads for 7 days.  

Did It Work?

Yeah, we think so. The track as been played all over BBC Radio 1, and even by other radio stations across the UK and the world. The video has had around 1million You Tube plays, and we’re still counting the free downloads.

Did It Work? But most importantly we engaged millions of under 30’s, football fans and non-football fans alike, in something they really felt ownership of.  

And we created some headlines. All driven by some amazing and exclusive content through BBC Radio 1’s Scott Mills Show..

Did It Work?

Thank You!