David Guetta and Sia joined forces in their latest collaboration to spread a message that is especially important in these times: 'Let's Love'. The song transmits a sense of unity, hope and has a feel good vibe to it - something we all need right now - "we'll get through it all together". The task was to promote the song on Instagram and let the fans play an active role in spreading the message “Let’s Love” - all in a fun way.

We developed an Instagram AR experience giving fans the opportunity to make the song their own, by letting them remix it before it even launched. The AR effect merged music and gestures - letting people play with different stems of the track (base stem, percussion, guitars and key melody plus Sia's voice), mix their own version and create unique little music videos. The clue: Since the effect launched two days ahead of the official release date of the song, no one really knew how the song actually played.

Young people not only want to consume music but they also want to interact with it. For the first time, we gave people the chance to hear a song prior to its release and create their own remix of it. The new launch aims to demonstrate how people can express themselves creatively using music and AR – finding them where they are, on Instagram - providing a blueprint of a preview format for single launches in the music industry.

In a world’s first, we created an Instagram first AR experience that merges music and gestures. Through gestures fans could activate different stem groups of the track and mix their own version. We divided the track into 4 stem groups. The first one automatically played as you opened the effect to function as a foundation indicating the melody of the track. By ‘nodding your head’ the percussion would kick in. ‘Pucker your mouth’ triggered some additional instruments and ‘Open your mouth’ brought Sia’s voice in.

Only if all stems were timed correctly the actual song was decoded. Otherwise you had your very own mix of the song.?The experience was created in a Neon Noir look matching a summer party atmosphere and the 80’s look of the music video and album cover.

Overall 155.000 individual captured remixes of ‘Let’s Love’. Making it the most remixed track of all time (beating world record holder Dua Lipa’s ‘Want to’ by 65k individual remixes)

70.000 individual remixes captured within a two-day timeframe before ‘Let’s Love’ officially launched.

1.6 Million people opened the effect to play with it.

Germany: Significant lift in brand awareness of 6.4pts, (Vertical norm 5.9pts, Regional norm 3.4pts)

France: Significant lift in brand awareness of 8.2pts, (Vertical norm 5.9pts, Regional norm 3.4pts)

UK: Significant lift in brand awareness of 4.5pts, (Vertical norm 5.9pts, Regional norm 3.4pts)

32 Million Impressions

'Let's Love':

- #2 European radio airplay for over a month

- 12th most played song in radio in 2020.

- +150 million streams and 40 million views

- Nominated at MTV EMA 2020 “For Good” category