U-BOAT to Ed Sheeran
and Eric Clapton
@Lucca Summer Festival

Client:

NewTime Srl

U-BOAT

Year:

2024

Category:

Luxury, Watches

Services:

Creative Strategy, Guerrilla Marketing, Outdoor Advertising, Social Media Amplification, Copywriting

During the 2024 edition of Lucca Summer Festival, we collaborated with U-Boat Watches, main sponsor of the events, to develop an unconventional guerrilla marketing campaign during two of the most anticipated concerts of the season: Ed Sheeran and Eric Clapton.

The goal was to create buzz and brand engagement by integrating U-Boat’s bold identity into the emotional experience of these iconic performances, creating an artistic homage to the artists, while making the brand a memorable presence in the city during the festival.

The Process

To build hype, we designed and installed a series of custom U-BOAT-shaped street signs across the city of Lucca, each featuring lyrics from Ed Sheeran’s and Eric Clapton’s most famous songs. The twist? We replaced specific words with the single letter “U”, making subtle yet striking references to the U-Boat brand.

The installations were strategically placed across key areas of the city, including the walls of Lucca where the concerts were held, creating an immersive atmosphere for both locals and festival visitors.

The campaign immediately attracted attention from local media outlets, which started reporting and speculating about the origin of these mysterious signs. This media curiosity amplified the buzz, transforming the campaign into an organic topic of conversation before the concerts even started.

The Solution

The installations became photo hotspots for concertgoers, with fans taking selfies and sharing their favorite lyric-sign moments on social media. Many attendees even used these photos as profile or cover images, spreading the U-Boat branding further without any traditional advertising.

By blending creativity, cultural references, and strategic positioning, the guerrilla campaign successfully enhanced U-Boat’s visibility, aligning the brand with the energy and passion of the festival.