Boiler Room System 2.jpg — Boiler Room

System

The Brief

Full Fat were tasked to devise and implement an overarching PR strategy for SYSTEM; a 360 Boiler Room campaign designed to celebrate the positive cultural impact of migration. The project included an installation in collaboration with Gaika and Somerset House, a live event series, a 4 part documentary series and a Notting Hill Carnival live stream and after party.

Solution

Full Fat developed a strategy that encompassed high profile regional, consumer & online placement around the Gaika installation, an invite only press event and trade and consumer placement around the documentary.

Results

Interview feature placement

with Gaika on 6Music, Evening Standard (print)

64 million

Total OTS for the system campaign

35

pieces of coverage secured

Installation preview placement across Time Out, GQ, Harpers Bazaar, London On The Inside, Line of Best Fit, Design Week, Urban Junkies

In depth feature placement on the audio visual concept of the installation with it’s nice that

Helped to drive

22.8 million campaign impressions

“Designed as a collaborative campaign between the Brixton-born musician (and former graphic designer) and the live-streaming giants, it celebrates migration, music and culture, 70 years after Windrush. System is a month-long audiovisual series in August and explores the positive impact of migration on music within UK and British culture.

Anyone with any interest in the past, present, and future of what soundsystem culture is, and how it has reshaped the look and sound of British culture would do well to check the show out. It runs till 26 August.”