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We were asked us to generate large scale consumer awareness of Music Unlimited, part of SNE new digital music service. Our approach brought the music to London, Paris and Berlin with a series of exclusive experiences featuring the likes of Plan B, Eliza Doolittle and Katy B.

In London, Sony Centers across the city hosted dedicated promotions, while a sampling experience at Westfield allowed people to get hands-on with the service. It was all incentivised with the chance to attend an once-in-a-lifetime event, at the Proud Galleries in Camden.

Lucky winners had the chance to get up close and personal with Plan B, Eliza Doolittle, Katy B and Devlin in a truly intimate setting. Beardyman provided a jaw-dropping turn as the evening's host.

To drive awareness of the event, Amplify ran a PR and social media amplification campaign. We secured media partnerships with The Sun Online and Kiss FM to pre-promote the gig and gained coverage in titles such as the News of the World, MTV, Daily Star, The Independent, and Clash. In total the campaign reached over 32m people.


Nico Daude

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