The Netherlands features quite a few (semi-) branded content events. Most of them are merely sponsored by brands and organized by specialized organizations or broadcasters. Events completely facilitated by one brand alone, however, are quite rare. Mobile and long running events are even more so. Especially when designed for promotion of a single product. A roadshow of this magnitude is quite an undertaking and local rules and regulations can limit the amount of suitable locations.

As it turns out, the local governments are quite keen to cooperate. They help us host the holographic concert in high traffic locations, such as shopping malls. With an event and a mobile stage this size, there are logistical challenges to face, since the truck expands into the main stage, a large backstage area and a tent to shield the hologram from external light and the audience from rain and wind.

The brief was to develop a spectacular way to kick off periods in which people in designated areas can apply for a fiberglass connection. But fiberglass will only be a reality if 30% of the inhabitants say “yes”.

For many people there’s no direct reason to switch to a fiberglass connection. The technical nature of the product doesn’t spark emotions, making it hard to reach and engage the audience. So we decided to show them that fiberglass is, in fact, the connection of the future. And to do this, we needed a spectacular and inspirational showing of what type of content this future could bring. We developed a first of its kind holographic concert tour with Dutch pop sensation Glennis Grace.

The holographic concerts toured all over the Netherlands, visiting areas where people could sign up for a fiberglass connection. The residents of each location were treated to a unique show, consisting of 3D animations, rich backdrops, a great performance and, of course, some quality music. The shows also included a surrealistic duet with the real life Glennis Grace and her hologram. People brave enough to do so were asked to sing a duet with the hologram as well.

KPN addresses their local target groups with a program consisting of DM's, EDM’s and local advertising. We integrated the announcements of the holographic concerts seamlessly into this stream of communications. Shortly before the event, we called in the help of local companies and stores, providing them with posters and flyers. KPN promotes the concerts through their social media and other owned media channels. On the day of the concerts, a team of promoters handed out flyers and branded green glow sticks. And of course; word of mouth and social media chatter helps create buzz.

No KPI’s were attached to this campaign. It is meant to be a remarkable way to kick off a limited period in which people can sign up for fiberglass based products. However, during the first few concerts, (social) media attention worth over €300,000 has been generated, thanks to an explosion of coverage after the news about the tour and the hologram reached Dutch media. Local press in areas we visit covers the event extensively, drawing in people from that neighborhood.