A long range projection, improbable rendezvous, a new tool!
A new off-media operation implemented on the occasion of release of the new album of one of the French Rock’s famous group: Indochine.
An event-driven guerrilla marketing performance designed to generate unexpected, ephemeral and impacting visibility; a few days before the release of the new album Black City Parade.
With this in mind, Urban Act agency has deployed a long-range projection tool that takes digital into account. To stimulate a growing interest around this event, the agency, in collaboration with Sony and Indochine, announced the event in the form of teasing on social networks.
This enigmatic first announcement broadly awakened fans’ curiosity who quickly relayed and spread the information on the web with more than 1500 likes, 150 shares and nearly 500 comments on the operation.
Highlighting of the group on mythical venues
In order to generate maximum visibility and spin-off, the tool, by settling down on the main nightlife districts of Paris, took advantage of the biggest crowds to project a lively spot using the cover of the album.
These districts and monuments have turned into a true outdoor cinema for the greatest pleasure of Indochine’s fans and more widely that of the public.
This new tool made allowed to highlight the group on the most beautiful walls of Paris. Projections were made on the banks of Canal St Martin, on Opéra Bastille’s façade, at the foot of Sacré Coeur, Place du Trocadéro, in St Germain...
The tool is in perfect harmony with the group’s spirit and their desire to share special moments with their fans. If the goal was to announce the release of the album, it was also to offer fans a unique moment, an exclusive "indo-encounter," they said.
During the evening of the projection, fans flooded the group’s Facebook page with messages. They also boosted the page with many photos and videos of the projection.
A successful new stunt!
A dozen mythical venues in Paris restyled with the colours of Indochine. Hundreds of fans were present at the projection venues. More than 5,000 likes of the operation and 400 shares of the event in a few hours.