Drake – Laugh Now Cry Later
“Laugh Now Cry Later” ft. Lil Durk is Drake’s first single of his new highly-anticipated album “Certified Lover Boy” and sounds like a sequel of hits from the past like “God’s Plan”.
The music video, shot after-hours at Nike campus in Beaverton, Oregon, shows a multi-talented artist with a great sense of humor and comes along with many memes (e.g. Mohammed Ali’s legendary pool training session), gags, US sports stars and two iconic Mercedes-Maybach concept cars. With millions of views the clip is already a success shortly after release.
LOCAVI implemented the project on behalf of customer Mercedes-Benz.
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Marketing Objectives
- Eye-catching global presentation of the brand within the music industry
- Reaching a young and modern target group (w/ distinctive social media usage) on an emotional level
- Featuring iconic and innovative concept cars to support the brand‘s strategic positioning
- Cooperation with an international superstar of the music industry
Brand and Product Integration
- Mercedes-Maybach 6 coupe
- Mercedes-Maybach 6 convertible
PR and Marketing Activities
- Social media activation on various brand channels
Locavi's Contributions
- Project and treatment analysis
- Integration of vehicles in collaboration with music label/management/production
- Advising during contract negotiations
- Advising on implementation of accompanying communication activities
- Supporting with vehicle logistics
- Reporting and measurement of placement effectiveness
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