‘Lip’ service
Heavily trafficked areas dense with the concert attendee demographics had to be identified, especially for such a short-term rollout.
The construction of the statues’ backing was up for debate. The team concluded the most sensible option for using the back was to treat it as additional signage. That said, the company’s in-house, large-format print department used its new HP latex printer to produce vinyl graphics with the “No Filter” campaign messaging. There was just enough information to hint and tease the concert was forthcoming, but with no mention of the actual venue.
The statues, while promoting the upcoming event, also tantalized those who saw them as they did not mention the band’s name or the location of the concert anywhere. They simply displayed the band’s recognizable logo, the name of the tour on the backside of the 3D statue, and the concert date—that is all. Fans and interested parties had to do a bit of sleuthing themselves for the actual concert announcement details. The statues, combined with the unknown, is what created all of the hype.
North Marketing Solutions then had to address the challenge of where to display the statues so they would make a big impact once they were revealed. Heavily trafficked areas dense with the concert attendee demographics had to be identified, especially for such a short-term rollout. Therefore, the team had to confidentially scout locations, inquire about rental prices, abide by any rules, and acquire city permits for display purposes—all while not being able to reveal the campaign itself.
In co-ordination with its clients, North Marketing Solutions arranged for display in such hotbed locations as Union Station—the busiest train station in Canada, Toronto Eaton Centre, the Auto Show, as well as other prime tourist and shopping destinations.
In co-ordination with their agency partner, the company also arranged for Rolling Stones concert video content to be projected onto a multitude of buildings and structures throughout the province as an additional way to tease the public of the upcoming event.
As a result, fans flocked to Google with the question: “Are the Rolling Stones coming to Toronto?” This indicated the teasers were working.
