Media Week Award for Daft Punk’s launch campaign
The launch campaign for Daft Punk’s ‘Random Access Memories’ picked up a Gold Award in the coveted Media Idea category at last night’s Media Week Awards.
The annual Media Week Awards is one of the largest events in the advertising industry calendar and is designed to showcase the very best in ideas and execution in media planning. Judges are tasked with rewarding innovation, creativity, insight and effectiveness.
The ‘Random Access Memories’ launch campaign was planned by The7Stars, the UK’s largest independent media agency. The campaign was created to promote the pre-order of the highly anticipated new studio album from Daft Punk, their first in six years, with the added challenge that only traditional media should be used, in keeping with the duo’s 70s disco leanings. The idea was to capture the interest of fans by “saying everything, by saying nothing”.
The campaign activity began with TV teasers using only the band’s iconic robot helmets and logo. Pre-order and release dates were leaked, followed by a mysterious ten-second ad which aired across seven channels in the UK simultaneously on a Saturday night.
In the weeks that followed, images of the helmets appeared in prominent locations. Developments in digital cinema enabled a 60-second trailer to become the first national roadblock of the big screen on one single night. The campaign culminated with a 100-second ad takeover during the TV première of The Social Network on Channel 4 and product placement over the Lotus F1 team car at the Monaco Grand Prix.
‘Get Lucky’ became the most-streamed song of all time on Spotify, and was the first single this century to sell more than 100,000 copies for five weeks consecutively. The campaign resulted in extensive social activity too, generating more than 152,000 Tweets in the UK and appearing on more than 2,600 news sites.
The album raced to number one, selling 165,091 units in its first week.