2013 saw the release of Naughty Boy’s concept album, Hotel Cabana.
Our objectives were to;
• Evolve Naughty Boy from a producer to an artist
• Develop an online hotel world to reflect the album concept
• Maximise the impact of featured artists on the album
Evolve Naughty Boy from a producer to an artist
Naughty Boy had such a clear concept for his album that our challenge was to bring that vision to life through visual and digital content. We mapped out the journey the fan should have from arriving to the hotel, entering the establishment and then the experience they should have inside. This journey took place from single to single and we revealed slightly more of the hotel owner (Naughty Boy) from single to single. This caused intrigue into who Naughty Boy was and helped propel him into the limelight.
Develop an online hotel world to reflect the album concept
• We launched www.hotel-cabana.com instead of a normal artist website.
• All social tone of voice reflected hotel speak – i.e. checking in to watch a video etc.
• Using normal developer APIs but placing them in a hotel environment
• Hotel lift album sampler using SoundCloud http://www.hotel-cabana. com/hotel/
• Surveillance room gallery using Instagram: http://www.hotel-cabana.com/ gallery/
• Hotel album trailers featuring Emeli Sandé, Wretch 32, Ella Eyre, Sam Smith, George The Poet, Gabrielle and Professor Green
Maximise the impact of featured artists on the album
• We gained social trust and cooperation to promote our content via their social channels.
• Using remarketing, we created vast pools of data that we then re-promoted our products to. We had specific advertising creative to display to the different artist pools so we could maximise the impact.
• The featured artists were key in the creation of Hotel Cabana trailer (part 2).
• . The immersive website has an average visitor retention of over six minutes.
• The hotel lift album sampler has been streamed over 800k times.
• ‘La La La’ ft. Sam Smith – #1 in the UK and now over 1m Naughty Boy singles sold
• Hotel Cabana – #2 album in the UK
Socials
• The producer Naughty Boy – 2.8k Facebook and 3k Twitter (June 2012)
• The artist Naughty Boy – 131k Facebook and 55K Twitter (November 2013)
Key learnings:
• The audience were massively receptive to taking music out the normal context and reworking into an almost film-like campaign.
• Fans loved becoming immersed in a fictional world with their favourite artists which resulting in longer dwell times on all platforms.
Project Budget
Demographics
