Ministry of Sound and Love Island

Challenge

Ministry of Sound's 2016 challenge was to find an innovative new platform to launch their 'I LOVE Summer' compilation album. For the 2017 renewal, the challenge was to play on the success of 2016 and make 2017 a bigger and better year for their Marbella Collection 2017 album.

Insight

Young people love summer, music, parties and dancing. Ministry of Sound host summer parties all over the world. Why not combine all of these elements, add a sprinkle of glamour and an International Dance DJ to make the Love Island villa the perfect destination to launch the Marbella Collection 2017 Album.

Idea

Following its launch in 2015, Love Island was fast becoming the place to be for 16-24’s. What if we hosted our very own club night to showcase the album in a real setting in 2016 and make it bigger and better in 2017?

Implementation

Ministry of Sound launched their new summer compilation album by inviting the Islanders to the 'Ministry of Sound Summer Party' in the villa via a text. Throughout the party there was an album cover branded DJ booth, Ministry of Sound branded cushions, pool floats, fans, sunglasses and balloons all around the villa and pool area, plus an International DJ playing tracks from the new album live at the party. Posts were made on Facebook during the live segment featuring the DJ party, which were highly receptive. Also, a contextually placed advert for the MOS Marbella Collection 2017 album was seen at the end of the ad break, right before the party was seen on screen by viewers.

Results

  • 0 1.
    The album went to No 1. in both the Official UK and Dance charts during the show
  • 0 %
    Of viewers said they were likely to buy the album as a result of the product placement on screen
  • 0
    Times the investment level was delivered in media value
  • 0
    Sequences with Ministry of Sound branding across the episode
  • 0 mins
    Of Ministry of Sound branding across the episode
  • 0 %
    Up YoY in media value delivered