How TikTok Celebrated the BRIT Awards

Adrian J Cotterill, Editor-in-Chief

TikTok, the leading destination for short-form mobile video, activated a live-stream of the BRIT Awards red carpet on Piccadilly Lights, which brought the buzz of the red carpet to the heart of London’s West End and delivered much of the excitement of the awards for those who couldn’t be there in person.

Around London on the night there were also 30 large-format projections. User images from TikTok’s popular #redcarpetready hashtag challenge were featured alongside the call to action to ‘Watch the BRITS red carpet, live now on TikTok’.

Jana Ulaite, Head of Brand Marketing Partnerships at TikTok told us “TikTok’s global community is recognised for its passion for music and creativity and our collaboration with the BRIT Awards allows us to give our users intimate access to Britain’s premier music event red carpet, as it happens, live on their smartphones and OOH. The OOH campaign perfectly mirrors that commitment by bringing the joy, buzz and hype of the awards, the featured artists, and thrill of the red-carpet arrivals, directly to the streets of London for people to experience while they are out and about in town.”

These event day OOH executions supported art murals, digital OOH activity, and large-format banners that were used to build anticipation in the run up to the UK’s biggest music event, including a building wrap featuring BRIT Award nominee Lewis Capaldi in Glasgow city – a nod of course to the artist’s hometown, Ed.

The OOH campaign was created by Ogilvy and planned and booked by Talon and Hearts & Science. It supported a broader campaign executed by Hearts and Science which included two TV spots running during the Brits live show.

Emily Hyne, Business Director, Talon said “To celebrate their partnership with the BRIT Awards, TikTok wanted a campaign that delivered true stand out. By taking over London’s iconic Piccadilly Lights, and creating a series of executions that use unique OOH formats and locations, we have created a cut-through campaign that immerses the capital in the buzz and excitement of Britain’s most renowned music event.”

TikTok is the leading destination for short-form mobile video. Our mission is to inspire and enrich people’s lives by offering a home for creative expression and an experience that is genuine, joyful and positive. TikTok has global offices including Los Angeles, New York, London, Paris, Berlin, Dubai, Mumbai, Singapore, Jakarta, Seoul, and Tokyo.

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