Driving Streams with Global Outdoor Campaign

Goals:

Label client, Universal Music Latin Entertainment, was looking to raise widespread awareness and drive streams of J Balvin and Bad Bunny’s collaborative album, Oasis. TEC Direct Media was tasked with planning and executing high impact outdoor advertising across the globe. Domestic and international placements included New York, Los Angeles, Miami, London, Paris, Milan, Melbourne, Stockholm, Hong Kong & Tokyo.

The eight-song collaborative album was a surprise release.  TEC Direct Media planned and executed several strategic outdoor locations to deliver maximum reach and drive streams. The placements included a variety of bold outdoor media formats, such as the boat spectacular (floating digital billboard) that traveled along the coast of Miami where the album was recorded, a digital screen network throughout Paris’s metro station and New York City’s American Eagle digital spectacular in Times Square.

The creative used the album artwork coupled with a QR code driving consumers to the album’s Spotify page to drive engagement, streams, and downloads. The album features popular singles including, Qué Pretendes, Yo Le Llego and Cuidao por Ahí.

J-Balvin_AE-Board
American Eagle Spectacular, Times Square, NY
Milan-Train-Station-Screen
Digital panel located in Milan Train Station

Oasis debuted at #1 on Billboard’s US Top Latin Albums chart, the biggest streaming debut for a Latin album released, and at #9 on the all-genre US Billboard 200. It received RIAA Gold Certification.

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