BANK OF AMERICA (RED)

SUPERBOWL BRAND ACTIVATION

One step closer

Last year, over 260,000 babies were born with HIV in Africa. By 2015, that number could be close to zero.

Year one of BOA's partnership with (RED) started off with a hit, a huge one actually.

Our idea was to create a simple action that signals to the world that Bank of America can uniquely reignite support for this cause at scale. The partnership between Bank of America, RED and U2 produced a Super Bowl activation that transformed a passive media experience into an inspired global moment by releasing U2’s new single “Invisible” for free, while committing $1 donation for every download and breaking every iTunes record along the way.

Results

Over 1 million downloads in one hour, an iTunes record
3.1 million in the next 24 hours, an iTunes record
Which in the end translated to over 7 million days of AIDS treatment.