Background:

Almost 10 years after Kaizers Orchestra disbanded, they wanted to make a comeback. And in their ambitious style, they planned to launch it with a series of 24 concerts in Norway's largest cities.

Challenge:

Our challenge was to awaken a dormant fanbase that had aged a decade since they last heard from their favorite band, in order to fill the concert venues.

Insight:

The most dedicated Kaizers fans were those who were still active in the second-hand market. Those who collected merchandise and memories from the past, especially vintage t-shirts from previous album releases and tours.

Transform old Kaizers t-shirts into personalized VIP invitations to the upcoming tour.

A year before the comeback, we began buying back as many Kaizers t-shirts as we could find in the resale marketplaces. Then, we hid unique codes on the inside of them that turned them into VIP tickets for the upcoming tour. If you were able to get one, you could scan the code and claim your golden ticket.

The group of Kaizers' fans who showed the most dedication were those who remained active in the second-hand market, collecting memorabilia and merchandise from previous album releases and tours, particularly vintage t-shirts.

To create hype for the band's comeback and the upcoming tour, our approach was to focus on these devoted fans and invite them to the event.

By connecting their stories of discovering the potential comeback with the media and elevating their posts through the bands social media channels we were able to spark the interest of the biggest news channels in the country.

One year prior to the comeback, we initiated a campaign to repurchase as many Kaizers t-shirts as possible from various resale marketplaces. These t-shirts were then embedded with exclusive codes on their inner side and put back into resale marketplaces, effectively transforming them into VIP tickets for the upcoming tour. If a lucky fan managed to acquire one of these t-shirts, they could scan the code and unlock a golden ticket, granting them special privileges and access during the event.

The code would lead fans to a secret website where you could only claim your golden ticket if you were the owner of a Loyal Tee. If you didnt have one you could sign up for a pre-sale.

Earned media by over 25 million NOK

400.000 unique visitors to campaign site

82,000 tickets sold (Exceeding goal by 100% in pre-sale)

#3rd most trending artist on Ticketmaster globally

#1 most talked about on Twitter during campaign period (#2 was Real Madrid)