After the successful sponsorship of the Mercury Prize in 2022, FREENOW, with the support of big group, took the decision to continue the sponsorship for the Mercury Prize 2023. With 2022 returning unprecedented results and a wealth of information, the challenge was to replicate that success with a reduced budget.
The FREENOW mobility super app links passion, transport, and destinations together to be a positive influence and support live music in the UK. With a presence around live music events that celebrates the eclectic nature of the UK live music scene, FREENOW sponsorship aims to support the creative arts across the United Kingdom and Ireland. The Mercury Prize is the perfect vehicle for this, offering the FREENOW brand a point of differentiation from other ride apps such as Uber and Bolt, with the core objectives being to uplift aided brand awareness for FREENOW’s sponsorship of the Prize and to increase overall awareness of the sponsorship.
Our targets were to raise unique impressions on owned FREENOW content, to increase positive perception of the FREENOW brand, and to increase press coverage for FREENOW and the Mercury Prize. FREENOW’s business aims were to increase rider app downloads and to sign up more drivers to FREENOW.
To achieve this, we designed and delivered a cross-platform awareness campaign including social, digital, OOH and influencer content focused on the main events of the Mercury Prize – the shortlist and the ceremony, all targeted to a highly engaged music community.
