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Tom Grennan - ibis MUSIC Gigs At Home

ibis MUSIC - #GigsAtHome / #RatherBeTogether

To maintain ibis' positive momentum during the 2020 pandemic, FRUKT created two hugely successful online music campaigns


Challenge

We began 2020 planning for the second season of our award-winning music programme, ibis MUSIC but, as the covid-19 pandemic began to spread, it was evident the 50+ shows scheduled within ibis hotels globally would have to be cancelled. However, it was vital we continued sharing the ibis vision of openness, diversity, and support for new music around the world.

How We Pressed Play

To maintain the positive momentum and continue talking to ibis’ 16-30 year old audience, we created two hugely successful online music campaigns which ran during the difficult months. As so many adapted to the reality of life behind closed doors, we kept the music playing for ibis with #GigsAtHome, kicking off in early April when the world was still adjusting to lockdown. Running over three months, it showcased 16 global artists broadcasting live from their homes via ibis’ social channels to its millions of followers - from heavy-hitters like Tom Grennan in the UK and Lucas Lucco in Brazil, to the most exciting up-and-coming talent including Qaayel in Morocco and Maria Yfeu in Spain. 

Following the success of Gigs At Home and as restrictions began to ease across many parts of the globe, we continued to project ibis’ positive voice with a unique collaboration to inspire unexpected connections during these most unexpected of times. We teamed up five of the most popular acts (from Mexico to Germany) for a special global collaboration entitled #RatherBeTogether; the artists working remotely to create a unique cover of Clean Bandit’s hit single ‘Rather Be’. Deployed alongside a social engagement mechanic on ibis’ Instagram channel, it created significant social buzz and helped usher in the summer months at ibis and a partial return to hotels re-opening.

Tom Grennan / Lucas Lucco

Results

To maintain ibis' positive momentum during the 2020 pandemic, FRUKT created two hugely successful online music campaigns

240M impressions
41M video views
30 major media clippings
16 global artists