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Briefing

VodafoneZiggo offers their customers a chance to win the most musical year of their lives; free entrance to every concert at the Ziggo Dome for one whole year. And it doesn’t end there, the winners get to attend these concerts in their own, personal, golden VIP-chairs with their names on it.

In collaboration with Universal Music Group and Brands, Captains has developed a campaign for these Ziggo Golden Seats. This campaign connects Ziggo the brand with the Ziggo Dome. As a result of this campaign, we’ve created awareness for the Golden Seats, and we’ve provided a wide audience insight in this unique and exclusive award. The campaign was shown on the social channels of Ziggo Music and Ziggo channel 13.

Approach

How can we best convey the ‘wow-factor’ of this exclusive award on to the audience? By letting the artists tell it themselves, ofcourse! That’s why we invited several artists to this unique golden seat.
We’ve asked Ilse de Lange, Kensington, Duncan Laurence and Roxeanne Hazes to tell us about their music experiences and their best moments in the Ziggo Dome, while sitting comfortably in the golden seats. This resulted in a cosy intimate setting which allowed the stories as well as the seats to come out really great.