CASE STUDY | AVRIL LAVIGNE

High profile, short timelines, big deliverable - Beyond Canada over delivers to help “Raise Your Voice” for Women’s College Hospital

Working alongside partner agency, Entrinsic, Beyond’s engagement expertise was enlisted to bring to life the Women’s College Hospital’s Raise Your Voice Campaign – a campaign partnering with the Avril Lavigne Foundation, designed to raise awareness and proceeds for the hospital and its new building development.

Beyond designed, produced and activated an Avril Lavigne themed, professional quality, mobile recording studio that travelled to 20 events in the Greater Toronto area over a one month period. Stepping into the booth, fans were given the opportunity to record their voice singing along to the chorus of Avril Lavigne’s hit single “Keep Holding On”. To ensure maximum participation, Beyond also programmed a web based version of the recording studio to allow people to also record from home.

Voice recordings were then captured, stored, processed and featured on a remixed version of Lavigne’s “Keep Holding On” made available for download on iTunes post campaign. Proceeds of each download went to both the WCH and the Avril Lavigne Foundation.

RESULTS INCLUDED:
• The campaign was a huge hit with the recording booth playing a major role
• Significant PR coverage was garnered, including all major Toronto outlets in print, television, and digital
• 65% traffic increase to the "Raise Your Voice" micro-site and all physical recording booth locations

SUCCESSES:
Engagement during this one month period included:
• 4000 mobile booth recordings
• Combined total of 51.3k unique recordings in 4 weeks (booth and web)

Project Details

  • Client:
  • Avril Lavigne
  • Category:
  • Fabrication, Experiential
  • Date:
  • 2012