We had to come up with a way to give away two tickets to the ceremony. Our targeted audience was true musicheads.
Our insight was that real fans see music everywhere. Stepping on this and the fact that everyone wants to be recognized for their wit and creativity we came up with a game in which people had to find names of songs and artists all in real life.
For example – a freezing monkeys in the zoo was Arctic Monkeys, walking nearby a construction site, you could easily spot "Another Brick in the Wall", etc.
Fans had to upload the pictures on Facebook.
The campaign was to be supported by radio spots on the music station The Voice, which predecesed particular songs. For example:
A man is stuttering, mumbling words with his mouth half-open, sounding ashamed:
MVO: S... S-s... Sor... S-r.... So... S-s-s... Sr-r-y
FVO: Did you guess the song you are about to hear? If the answer is yes then you find music everywhere in life and deserve to see it live! Take part in the game of Mastercard® and The Voice Radio&TV and you may win a ticket for The BRIT Awards 2017! Find out more at ...
(Sorry Seems to be the Hardest Word by Elton John starts playing)
We would also use TV spots where actors would "play" the name of a song before its start on the music channel.