The Roller Coaster
Dani Martín new album campaign
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Awards
3 FICE Awards 2017
2017 El Sol Award - Branded Content
4 WINA Awards 2017
Background
On September 23, 2016 "La Montaña Rusa", the new album by Dani Martín, was released. This new album, focused on heartbreak, came after several years without work by the artist, and showed a more mature side of the singer from Madrid.
Need
Sony Music Spain asked us to relaunch Dani Martín as a renewed artist. The goal was to reach the public with a much closer image of the artist.
Proposal
To bring the singer closer to his audience, we wanted to create a whole show in the center of his hometown, Madrid. This show, following a completely London aesthetic, brought Dani Martí closer to the public in a literal way.
We created a unique and unexpected concert aboard an English bus through the streets of Madrid. In this way, Dani toured the city for more than three hours, playing with his band the songs from his new album and making a total of six stops: Plaza de España, Gran Vía, Plaza de Cibeles, Serrano, Goya and Puerta de Alcalá.
Results
More than 50,000 people paralyzed the center of Madrid.
Hundreds of mentions in the main national media.
More than 255,000 new followers in RRSS.
No. 1 in the charts for two consecutive weeks.
Record streams in one day on Spotify (over 404,000).
Platinum in two weeks.
More than 2 million reach in RRSS.
Ondas Awards to the best artist of the year.