Stockholm – Clear Channel has launched a series of billboards that steer commuters to live music experiences.
The campaign, Stockholm Underground, was created in response to the number of music venue closures that have affected the Swedish city over the past year. In a bid to encourage Stockholm residents to embrace live music experiences and never-heard-before artists, digital advertising company Clear Channel has replaced 300 advertising billboards on its Metro with guides directing commuters to the nearest gigs.
To develop the campaign, the brand created a database of forthcoming live shows from unsigned local bands. As a gig draws closer, the GPS coordinates of the venue trigger the 100 closest digital screens. The company hopes the campaign will boost audience numbers at local venues, in turn supporting Stockholm’s music economy.
Clear Channel is demonstrating how brands can transform their traditional advertising campaigns into forces for good and solve city-wide problems.