As part of our collaboration, we wanted to celebrate Lady Gaga's jazz inspired ‘Love For Sale’ album. To do this we knew we had to create a pioneering and innovative campaign to cut through like no music moment before and allow audiences across the world to come together in a changing physical and digital world.
In muted times, this was a truly bold campaign that brought fans together from all around the world. Whilst the bespoke, designed-for-broadcast performance was shot in LA, the campaign lived globally through the broadcast and 21 intimate events at Westfields spanning 10 different countries encapsulating an audience of Lady Gaga’s 51m fans.
We leveraged digital and traditional media channels at all Westfield sites and across the Fan Zone events and experiences in Amsterdam, Barcelona, London, L.A. New Jersey, Oberhausen and Paris, amongst others, brought together this uniquely global brand activation that occurred simultaneously both online and in real life.
Both us and Lady Gaga used their social channels across owned and paid to tease the show and encourage sign ups, with Lady Gaga’s Instagram page ultimately premiering the show out as an IG Live on the evening of the show.
A global press campaign drove further conversation around the show both pre and post broadcast generating a global PR reach of 781m, valued at $26.6m.
By taking this multi-channel approach over 2.6 million fans globally were able to experience and enjoy Lady Gaga’s mesmerising 70-minute performance, brought to you by Westfield.