Anker x Gorillaz
Song Machine Live from Kong – Powered by Anker. A live broadcast of Gorillaz, the World’s biggest virtual band, screened from laptops, cinemas and movie theatres across the globe.
Anker are one of the biggest and most successful businesses selling on Amazon. Their problem? They were positioned as a commodity and not a brand. This meant despite enormous commercial success, they were struggling to achieve growth beyond the platform; as the vast majority of consumers discovered them through general product search.
Our brief was to help Anker reposition themselves as a premium technology brand amongst tech and music lovers.
To create credibility by association through a fame-building partnership between Anker, the World’s leading virtual band, Gorillaz and online event broadcaster, Live Now by headline sponsoring a truly global first, series of concerts.
Over three days in three timezones, Gorillaz performed live with multi award winning artists, from Elton John to Double drummers, six backing singers, Robert Smith, Peter Hook and Slowthai guesting via a stunning mix of live performance, blended animation and augmented reality effects.
Damon Albarn played master of ceremonies. Anker received a key brand presence throughout the performances, alongside logo placement across all promotional comms and an exclusive license to use Gorillaz’ image rights within their own media and marketing activity.