The Challenge:
Step into my DeLorean and let’s go back in time to 2007. A pre-Smartphone world, where consumers switched phones multiple times a year, and the market was divided by hardware brands like Nokia, Samsung, Motorola, instead of by the software of Android versus Apple iOS. In this world, Sony Ericsson needed to make a big noise about the fact that it had integrated Walkman technology into its phones, making them, at that time, the best music phones on the market.

The Strategy:
In the far less media fractured world, that old trick of doing a really big PR stunt and watching it trickle down organically into mainstream culture still worked. So we decided to make some noise by breaking several world records.

The Idea:
Let’s do the world’s first gig at 35,000ft.

The Execution:
The Gig in the Sky commenced on 27 February 2007. At an altitude of 35,000 feet, the concert commenced. After touchdown, passengers were invited to attend an after-party held inside the main terminal at Athens airport.

We set aside some VIP tickets for reporters and key trade press, and one or two for ourselves, and ensured that every touchpoint was dripping with Sony Ericsson and Walkman brand presence.

Jamiroquai broke six records, including the highest and fastest concert, recording, and gig in a plane.