All We Want for Christmas is More Mariah…

Having worked with Sony Music throughout the year to celebrate their catalogue of artists, it was time to deck the halls, and turn our attention to the self-proclaimed Queen of Christmas, Mariah Carey.

But when it comes to the ultimate diva, it was go big or go home, as we were asked to conceptualise an interactive DOOH campaign to boost streams of her iconic hit, “All I Want For Christmas Is You.”

Using API technology to pull streaming data directly from Spotify, we challenged four UK cities to light up their stream-powered Christmas tree billboards, rewarding plays with additional lights and decorations appearing on the tree.

Dynamic data, time and location-specific copy captured attention and stopped festive shoppers in their tracks, while also encouraging more streams by calling out the progress of each city’s digital billboard.

Our data-centric and copy-lead billboards got fans across London, Glasgow, Birmingham and Manchester singing the festive anthem, ensuring that Mariah’s Christmas crown was left unrivalled – long may she reign.

Sony Music


  • Digital & Social Strategy


  • Digital & Print Advertising
  • OOH & Digital OOH