Challenge
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Support the launch of AlphaTheta’s brand new documentary ‘We Become One’ across Europe - which explores the power of shared musical experiences. An hour-long film, the documentary was inspired by the brand’s ethos and key message of ‘One Through Music’ and saw producer, DJ, curator and host Kikelomo Oludemi undertake a journey across the globe to better understand the unifying power of music - via conversations with artists, scientists, psychologists and researchers.
Given the documentary was inspired by the brand’s key messaging, there was an opportunity to create brand storytelling that would help amplify AlphaTheta’s brand awareness which was not focused on just product coverage. PR objectives included:
- Drive views of the documentary
- Utilise the launch of the film to create amplified brand awareness of AlphaTheta
- Ensure the brand’s key message of ‘One Through Music’ is central to brand awareness created
The focus for this launch would be tier three media which includes, national, broadcast, lifestyle, music, tech and mainstream press.
How
A two-step approach was adopted:
- Regional premieres - pre-seeding the campaign and creating excitement
To tease the launch of the documentary and pre-seed it with key media, two exclusive premieres were created to showcase the film in both London and Berlin - targeting two key markets, the UK and Germany. The premieres were hosted a week before the public launch of the documentary, so that media would have enough time to create enriched content.
- Bespoke pitching post launch - widespread awareness on launch and beyond
On public launch, media outreach commenced across the UK, Germany, France and Spain to announce the availability of the documentary to watch for free. Focus was given to the high profile artists that feature within the documentary to capture media attention, such as DJ and Producers Moodyman and Seth Troxler.
Post launch, bespoke pitching angles were created to continue the momentum of the initial burst of activity that secured coverage for ongoing press results equating to documentary views. Angles were created that would resonate locally for each market, and a health angle was created that focused on ‘clubbing is good for your health’. This utilised time with a neuroscientist that featured within the documentary, Dr Julia C. Basso, who spoke to the press regarding this topic.
Results
- x31 coverage pieces across four countries (UK, Spain, France and Germany)
- Overall OTS: 10.5m+
- 35k views of documentary
- Key coverage including: BBC Radio London, Hunger Magazine, ShortList, Wonderland Magazine, Women’s Health, HUCK, Wololo Sound, Radio FG, Tsugi, Das Filter, Deutschlandfunk Kultur, Beat Magazine and more