BOYS AND GIRLS, Dublin / DIGICEL / 2017
This idea is a collaboration of Olympic proportions. It brings together two of the Caribbean’s biggest passions, music and sport, and shares it with the world.
To make this epic mash-up happen we introduced the two fastest people on the planet, Usain Bolt and Shelly-Ann Fraser Pryce, to the biggest music producer in the Caribbean, Machel Montano, and created the unofficial anthem of the Rio Olympics.
An original music track written and produced specifically for Digicel. Its words would be a rallying cry for the proud nations of the Caribbean to carry with them to Rio, and its sounds would come straight from the streets of these amazing nations.
To facilitate true collaboration the track would then be handed over to the Caribbean people to remix in their own style.
The campaign centered around the creation of the original track with soca superstar, Machel Montano. It was released across all 25 nations on ATL media and across influencer channels asking Caribbeans to create their own version of the track on the Digicel remixer.
To overcome the huge variation in device performance in the Caribbean, we created a world’s first browser-based remixer that pushes the limits of HTML5 Audio APIs – making sure that all the music stays perfectly in sync, even on low performance devices. Users could loop and combine over 100 samples of the different beats and melodies recorded for the song, including bonus lyrics from Usain Bolt, to create and download their own remix.
Content and language was tailored to provide an authentic user experience by using geolocation data and detectable browser preferences; while our custom CMS enabled Digicel to activate the campaign in each territory.
The song was released across 25 markets in 4 languages.
There were over 433,000 social media engagements and we had a PR reach of 15.5million people. Original remixes made on the hub were played over 610,000times and the original track by Machel Montano had 100s of thousands of plays and downloads across Spotify, YouTube, iTunes, SoundCloud, Tidal, radio and clubs. The beat flooded the Caribbean airwaves.
97% of people who visited the remixer chose to explore the site further, reaching an average session duration of 10minutes (that’s the same as Usain Bolt running the 100m sprint sixty times!).
Despite it only being released in 25 Caribbean nations, the track and the remixer went global due to the inescapable influence of our ambassadors. Bring the Beat has been used in dance routines and party playlists from France to Brazil to New York, showcasing the true infectious power of the Caribbean beat.
NET#WORK BBDO, Johannesburg
2006, CELL C (MOBILE NETWORK)