Apparently big music venues in Stockholm have had a rough past few years, with many closing. So, Clear Channel created “Stockholm Underground”, using this trend as an opportunity to direct focus back to Stockholm’s local scene. Basically, it turned 300 digital OOH units in Stockholm’s metro (underground) into real-time guides on where local, “underground” acts were playing each day.
Per The Drum:
“Instead of displaying ads on Clear Channel’s 300 digital screens, the ‘Stockholm Underground’ music guide, will run as a real-time guide to encourage commuters to take advantage of local shows and up-and-coming artists performing at smaller venues.
Drawn from a database of upcoming live shows aggregated from online sources such as websites, blogs and Facebook events, with up-and-coming bands and artists also able to add their shows to the database, the initiative will give even the smallest acts a chance to reach up to one million people.
The data will then be used to direct commuters to their nearest local music show in the hours before it is supposed to begin.”
Why it’s hot:
Ads that aren’t ads are my favorite kind of ads. It’s a bold move for Clear Channel to reallocate all of its ad space to help promote local artists. It’s a good example of what can happen when a brand asks how it’s contributing to the community around it – whether local, regional, national, or global. As summed up by head of Clear Channel Scandanavia, “We are a natural part of the urban space and have both the will, and the responsibility, to contribute to making cities dynamic. Stockholm Underground is another example of how we are committed to doing so.”