2008
Dido
Sony BMG
| Safe Trip Home |
Dido was launching her new album in an interesting way in the brave new world of 21st century record company marketing. Matt Hart of Industry Approved through Sony BMG had commissioned 11 short films that were set to the soundtrack of each song on the new album, who’s overall theme was the nature of ‘home’. Each the filmmakers were given the freedom to interpret the idea of a trip home in any way they wanted using a chosen song from the album for inspiration. The films are set around the world; there’s the story of a Brazilian woman who lives on the side of a landfill, a Bangkok cross-dressing kickboxer, Mumbai’s only female taxi driver, and others. We continued this unbranded theme by initially launching the films, rather than the album, so lapsed Dido fans could re-engage with the music without prejudice. We produced a series of film-style teaser 10” TV ads and posters that went all over the UK rail network and London Underground, whose call to action was to ‘Google Lady Landfill’ or any of the keywords of the other film titles. Once online, the search directed the user to the YouTube channel which hosted all the trailers, (and as YouTube now let us embed links into the end of their films, we did that too…) and then ultimately led to the full films, shown in their geographical location on www.safetriphome.com (amazingly brought to life by designers B-Reel) Safetriphome.com takes its cues from the cover of the album – a lone spaceman hovering above the earth, and the theme of ‘home’. The order that the visitor chooses to watch the films creates a ‘flightpath’. In addition to charting their journey around the world, the visitor can also leave comments and choose from a colour palate to record which particular emotion the song elicited from them. Safetriphome.com also marks the UK debut of Facebook Connect (the next generation of social networking), that allows visitors to see their Facebook Friends’ journeys around the globe, without leaving the Dido site or having a ‘Dido App’ on their Facebook page. Just a regular TV/Poster/YouTube/SocialMarketing/Website campaign. Intergrated-tastic. |
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