We constantly track the playlists of the radio stations that play Universal’s music, and hence spotted an opportunity. Capital FM, London’s biggest pop station, had three songs from the album on heavy rotation, most unusual for one artist and album. Tracks from Bieber’s Purpose were being broadcast to London’s commuters and drivers at high frequency.

We created an innovative outdoor campaign that reacted in real time to the Capital playlist. Whenever tracks from Purpose played on the radio, digital billboards across London told listeners which song was playing and the album the song comes from, prompting them to buy the track or stream the whole album on their phone.

Our creative ran for the duration of the song, whenever Capital played one of the singles from the album. We also closed the loop by using beacon and Bluetooth technology to drive people passing the posters to buy or stream the album on their phones.

Sales of Purpose went up 31% over the campaign period despite the fact that the album had been out for five months already.