To promote the Hyundai Mercury Prize as a long-standing, highly influential and credible award ceremony, we tapped into the current trend of grime and placed features with two hotly tipped nominees Skepta and Kano in broadsheet papers. This generated wider conversation online heightening public awareness where we utilised the first ever fan vote to interact with young music fans.
Respecting all nominees, we created individual case study features which were secured within relevant titles.
And to show respect to the late David Bowie we arranged a behind-the-scenes interview for the BBC with Michael C Hall who performed Lazarus in place of David Bowie on the night, heightening speculation amid the potential of the first ever posthumous award.
96 pieces of coverage
Total reach of 63.7million
21% of coverage included Hyundai mentions.
Achieved the most broadcast coverage that the coveted Mercury Prize has ever acquired
Positive feedback from Hyundai regarding sponsorship mentions