Wild Animus
The Brief
Create brand awareness for Wild Animus through an experimental campaign that compels people to visit Wild Animus online and download MP3 content.
The Concept
Taboo is involved in launching the Wild Animus brand, artwork and album across Australia. An experimental, artistic campaign implemented in Melbourne, Brisbane and Sydney has been designed to promote and entice participants to download singles from the Wild Animus album. A roaming tour through the CBD of each city across four art installations will drive traffic from one location to the next. Installations will be complemented by the Wild Animus album tracks; this visual and audio experience will transcend voyeurs into the ancient Native American past time of extreme storytelling.
A mobile phone Bluecast element of the Wild Animus campaign infuses interactivity for the target audience. Incorporated into installations, the Bluecast technology will beam a Wild Animus multimedia files to mobile handsets.
The Result
The integration of the Wild Animus art installations throughout the student community was hugely successful. The support and adoption of the Wild Animus art movement across campus was largely attributable to the integration of the campaign with the student’s curriculum.
It was estimated that throughout various facets of the integrated campaign including, Bluetooth technology, online, promotional sampling, digital engagement and the live art instillations over 285 000 people were exposed to the Wild Animus brand through the various touch points.
