The idea was to create a simple yet impressive installation able to encapsulate the features of the talent show, which is extremely popular yet competitive, inspirational yet inclusive. And obviously, it revolves all around the dream of becoming a star in the music industry.

As an iconic TV show itself, the ispiration could only be an iconic event: the Beatles’ final public performance on a rooftop. But we decided to take the format a step forward: for the first time ever, we turned a maxi billboard into a live aereal stage from where past and current X Factor participants played live to celebrate talent and music with thousands of fans, X Factor Music District.

For some, a rooftop concert was the final public performance after a long and fruitful career, for others instead, an aereal performance was just the beginning.

The Installation took place on a maxi billboard in one of the busiest streets of Milan and it was split between traditional PVC shroud and an actual, full-functioning stage.

Working around Italian ADV regulations, which prevents maxi billboard to have full sound, we succeeded to bring live music into this media.

Every day the stage gave life to the billboard: in the afternoon, the national radio RTL (official partner of X Factor) broadcasted live on radio and web TV, while every night hosted a different concert from past and current X Factor participants, for a total of over 10 performances. Last night was dedicated to the finalists of the talent show and live streamed on social media.

With over 20.000 people that attended the event over the week, the format was an incredible success. Every single performance was picked up by both online and offline media for over a 100.000 total reach.

Naturally, in fact, the live performance was turned into digital content that quickly spreaded over social media, with more than 100 posts shared on both the brand and Milan. And even if people couldn’t be there, it didn’t stop them from enjoying and participating into the event: every single video of the event received over 1 million views on Sky’s social platform.

The format succeeded therefore in activating multiple media outlets and engaging the community both online and offline, while at the same time reaching out to a potentially new fan base.