CLIENT:
Universal Music Latin Entertainment enlisted TEC Direct Media to help amplify awareness of Oasis, the surprise collaborative album from global music superstars J Balvin and Bad Bunny. Released with little advance notice, the project required a fast-moving media strategy capable of generating immediate visibility across key international markets while supporting streaming and download objectives. With two of the biggest names in Latin music joining forces for a highly anticipated release, the campaign demanded a bold approach that could create impact on a global scale.
SOLUTION:
TEC Direct Media developed and executed a high-impact international outdoor advertising campaign across major metropolitan markets including New York, Los Angeles, Miami, London, Paris, Milan, Melbourne, Stockholm, Hong Kong, and Tokyo. The strategy leveraged premium out-of-home placements designed to deliver broad visibility and generate excitement surrounding the surprise release.
Campaign placements included iconic digital spectaculars, transit media, and large-format displays such as the American Eagle digital spectacular in Times Square, a digital network throughout Paris Metro stations, and a floating digital billboard along the Miami coastline where the album was recorded. Creative executions incorporated album artwork and QR codes directing consumers directly to Spotify, helping bridge awareness with immediate listener action.
RESULTS:
The campaign helped support one of the most successful Latin album launches of the year. Oasis debuted at #1 on Billboard’s Top Latin Albums chart, achieving the largest streaming debut for a Latin album at the time of release. The album also reached #9 on the Billboard 200, demonstrating crossover appeal beyond the Latin music audience. In addition, Oasis earned RIAA 2× Multi-Platinum certification, reflecting its continued commercial success and audience engagement.
Global Markets Activated:
10+ major cities across North America, Europe, Asia, and Australia.
