Music videos had been shot on phones before and product integration is well documented but often unauthentic. We wanted to actually enhance the process and tell fans the behind the scenes story.

Clean Bandit are born out of YouTube and have used the platform incredibly well, this had to be our focus. We wanted to create a deep partnership aiding the creative process by enhancing in the background utilising Microsoft technology, which empowers you to do more, we therefore avoided restrictions around PP.

To maintain front of mind awareness and transparency we clearly marked the beginning of the video with a ‘clean bandit in partnership with Microsoft presents’ message and the end frame then linked to our ‘making of series.’ These frames would not carry through into broadcast due to local restrictions but our faith in YouTube would hold firm as this is where our young cultural curator audience consumes content, alongside social which we also utilised fully.

YouTube also meant that we had a global platform that transcended markets, allowing us to take our message beyond borders. The YouTube stars also gave us a deeper connection to each local culture.

Crowd sourced ideas by encouraging subscribers to provide suggestions and even upload their own music videos.

Reached out via social media platforms using the #lumiamusic.

Created a hub on MSN which hosted all of the content as well as a number of related pieces of editorial.

Competitions with prizes such as phones, signed CDs, gig tickets and the chance to meet the band on tour in each country.

Created a 'Mix radio' playlist, with 18,118 downloads in its first week, 5 x more than the second highest by Rhianna.

If Shazam’d any Clean Bandit track led to our content series.

The Reach and scale achieved has been phenomenal. The initial Clean Bandit and YouTube creator call to action videos to creatively crowd source ideas reached over 13.8 million views leading to over 912k thumbs up/likes, 28k comments and 6k shares.

The music video itself has been a monumental success reaching 250k views within the first 24 hours of release, tripe that of their previous highest single. This has continued to rise with the current view counter at 2,188,836 helping drive the single to BBC Radio 1’s top playlist.

Importantly it has already received 29,923 thumbs up vs. only 413 thumbs down and lots of positive comments putting the view to like ratio over 3 x higher than their previous videos, meaning not only are people watching it, they are reacting extremely positively too.

Social listening showed lots of positive sentiment with #lumiamusic generating a potential reach of 37.8 million across our six markets plus spanning across borders to countries such as the US, Brazil & Mexico.

We significantly shifted the key brand perception metric, with research conducted by Millward Brown showing Microsoft Lumia being seen as a ‘Creative brand’ increasing an average of 53% across the six markets.