U-BOAT to Mika
@Lucca Summer Festival

Client:

NewTime Srl

U-BOAT

Year:

2024

Category:

Luxury, Watches

Services:

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

As one of the main sponsors of Lucca Summer Festival 2024, U-Boat Watches collaborated with us to design a unique guerrilla marketing campaign during Mika’s highly anticipated concert.

Inspired by Mika’s message of inclusion, positivity, and self-expression, we developed a campaign that captured the spirit of his iconic song Grace Kelly and seamlessly aligned it with the vibrant personality of U-Boat’s Darkmoon collection—a line of watches known for their bold colors and high level of customization.

The Process

The creative concept revolved around reimagining the famous lyrics of Grace Kelly with a U-Boat twist:

“U could be anything you like.”

This message of empowerment and individuality was visually represented through hundreds of colorful balloons, manufactured in collaboration with a local producer in Lucca. Each balloon carried U-BOAT silhouette and branding and embodied the idea that, just like its Darkmoon watches, everyone is unique and colorful.

The balloons were strategically placed in the VIP Skybox area reserved for U-BOAT guests, transforming the space into a vibrant, playful environment. During Mika’s performance of Grace Kelly, the balloons were released into the crowd, creating an unforgettable moment where the entire audience became part of a living, colorful installation.

The Solution

The balloons didn’t just serve as decoration—they became a medium for interaction and social sharing. Fans passed the balloons around, took photos, and even brought them home as souvenirs. One balloon even ended up in the hands of a young relative of the artist, highlighting the emotional connection and reach of this simple yet powerful activation.

Before the concert, the balloons were also carried through the streets of Lucca by U-Boat’s hostesses, engaging the public and creating user-generated content for social media. This pre-event teaser activity helped to build hype and anticipation around both the concert and the U-Boat brand.