As the new headline sponsor of the Mercury Prize, FREENOW wanted us to help them increase brand awareness, create a new campaign, engage a Gen-Z audience, and increase sign-ups to their Mobility Super App.

We created ‘MOVE TO THE MUSIC’, a campaign with a strong focus on how passion for music is in all of us, and how FREENOW as a mobility service provider, was actively bringing people closer to their passion. We launched the campaign in the run up to the Mercury Prize main event, accessing artists to create engaging content to drive awareness.

We leveraged interview content for social, commissioned surprise and delights, managed social promotions, sourced influencers, created content for multiple channels, and branded 12 FREENOW taxis with the artists’ album artwork.

The total reach of FREENOW content was 66M. Overall, 56% of all coverage referring to the Mercury Prize 2022 mentioned FREENOW, with a total of 11.7k pieces of Media Coverage, helping move the UK up from 5th to 2nd most important country for the company.

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