Tom Odell’s third studio album, Jubilee Road, was inspired by the people and surroundings which he encountered whilst living in a house on this road. Being the backbone of the album and informing the whole creative output of the campaign, we wanted to come up with a way in which we could further explore this online.
We decided to develop a website to embody this concept which would chronicle the neighbours and friends, as well as Tom’s personal items in the house and ultimately expand on this world. We wanted to create something that was engaging, informative and brought Jubilee Road to life. We knew Tom had avid fans who would fully engage and appreciate this kind of personal insight.
We used the official video shoot to capture the photo and video content we needed. The shoot took place over four days, where three official videos were being filmed in a house which resembled the one on Jubilee Road. We worked closely with the production team to ensure our additional digital content could be captured –this involved photos of items, people and Tom talking to camera.
The website was developed around two areas; neighbours and friends, and Tom’s personal items. Tom provided detailed descriptions of each individual featured, as well as descriptions for each of his personal items. We designed the site to flow seamlessly between these two areas, using a series of moving images, embedded video, scrolling content and flip-cards with text descriptions.
The final site was launched on Tom’s socials a week before the album release at the peak of anticipation for fans. It provided a place for fans to go and explore the concept of Jubilee Road whilst also helping to drive final pre-orders.
The photography and videography, website design and development was all done in-house collaboratively between Sony’s 4th Floor Creative and Columbia Digital’s team.
The Jubilee Road website works as a perfect companion to the album, where fans can go to delve into Tom’s world. The items featured provide some great insight and stories into Tom’s current and past life; and the people featured allow fans to get familiar with the band members they’ll see on stage and the other significant people who influenced the album.
Fan reaction to the website was overwhelmingly positive, prompting positive comments and engagement on social media. Over the two-week album release period, the website had over 100k page views, seeing a huge spike upon launch and then again a week later on album release. The second spike was particularly encouraging, showing that the site was able to provide more context around the lyrical content of the album once fans had listened. The average user-session during this period was over four minutes, showing strong user retention –an important measurement in an online world which has increasingly distracted audiences.
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