Globe partnered easy life with DHL Express for the second instalment of the award-winning Fast-Track program, which aims to support emerging artists and take them from local to global audiences.
The campaign centred around the release of easy life’s hotly anticipated sophomore album, MAYBE IN ANOTHER LIFE, with the creative concepts for the DHL Fast-Track partnership heavily inspired by the world that the band had created for the project.To launch the campaign, easy life and DHL Express announced a competition in which fans could win the chance to attend an exclusive album launch party at the iconic Abbey Road Studios. Fans leapt at the opportunity, with over 3,000 of them entering to win a coveted ticket.
The launch event itself took place within the world-famous Studio 2, best known as the place where The Beatles recorded some of their biggest hits. easy life performed inside a giant neon house, treating the lucky winners to a set full of tracks from the new album along with familiar fan favourites. This unmissable evening was captured in a stunning hero film released on the band’s YouTube and social channels.
To make the partnership even more memorable, fans could play a bespoke mini game featuring a DHL van and the house from the band’s album artwork. Completing the game gave fans the chance to win limited edition easy life x DHL Express merch and exclusive vinyl - these immediately became collectors' items within the community.
NME teamed up with UMG and DHL Express for a media partnership promoting the campaign, with a site-wide easy life takeover of the NME homepage. The media partnership delivered more than 4.2 million impressions and 6.8K clicks, amplifying the campaign to a music-loving audience.
Capping off the campaign, the band appeared in a piece of hero content devised by their creative producer, Charlie Drinkwater, in which they ‘deliver’ a model of the iconic doll’s house to a lucky fan, who had won the prize at the Abbey Road launch event. The content was seamlessly integrated into the band’s aesthetic and received a strong reception when they shared it with their fans on Instagram.
In total, the easy life x DHL Fast-Track campaign delivered:
40M impressions.
3M content views.
6K competition entries.
5K plays of the bespoke mini-game.