PICK UP! x SAMY DELUXE: GUERILLA GIG GOES NUTS
PICK UP!
/ OVERVIEW
Surprise concert with hip-hop legend turns Berlin parking lot into live stage – and the entire city into a concert arena.
SOOH WHAT
In 2016, PiCK UP! wanted to make its mark as a “cheeky,” different kind of snack bar with the tagline “Different is more fun” for a young, urban audience. The challenge: How do you emotionally charge a snack brand and make it stand out from the mass of confectionery advertising?
The goal: Maximum attention through a secret concert event where nobody knows the location in advance. The venue would only be announced on the day itself – a move designed to create massive buzz both online and offline.
The timeline? Tight as usual: Initial briefing in May, final contract signature on August 15th, live event on September 9th. Just three weeks for the final execution of a guerrilla concert in the middle of Berlin.
The task: Create a live event that doesn’t just work on-site, but multiplies its reach far beyond the physical space.
SOOH SPECIAL
/ STRATEGY
SOOH WHY?
The strategic approach: Instead of classic advertising, create an unexpected live experience that positions PiCK UP! as a culturally relevant brand. The brand shouldn’t just sit on the shelf – it should be part of the urban lifestyle.
Why Samy Deluxe? As an artist with deep roots in the hip-hop scene, he brought local authenticity and street credibility. Plus, we knew someone who knew someone, and that’s how the collaboration became possible.
Fun fact: Originally, Tim Bendzko was planned for the concert. But he got cold feet because the setup was deliberately intimate and direct with fans – too much proximity, not enough security distance. Samy Deluxe, on the other hand? He’s exactly known for these kinds of guerrilla actions.
The combination of physical live event and digital outdoor advertising followed a clear plan: Real experience on-site + technological extension across the entire city = maximum reach with emotional depth.
The biggest risk? What happens if too many people show up? For a spontaneous concert in a parking lot without classic event infrastructure, this was a legitimate concern that caused sleepless nights beforehand.
SOOH SPECIAL
/ EXECUTION
SOOH HOW?
September 9th, 2016 was showtime, right in front of the Eastside Hotel in Friedrichshain-Kreuzberg. The location: Right in the heart of urban Berlin, directly at the East Side Gallery – iconic, accessible, and with enough space for a spontaneous crowd.
The setup: The stage was built on the same day. No extended setup, no weeks of on-site preparation – everything had to happen quickly and discreetly to preserve the surprise effect.
The setting: Half-hour live performance in front of several hundred spontaneously gathered fans, temporarily blocking street traffic.
Here’s how it went down:
Social Media Teasing:
- Two days before the concert: Teaser on PiCK UP!’s Facebook page announcing an “extraordinary event” with Samy Deluxe – no location or details
- One day before: Hint about a “secret gig,” still no location
- Additional activation through video IDs produced by Samy Deluxe for his fans
- Location only communicated on the day of the concert
Digital Outdoor Advertising:
- Over 70 digital city light posters by WallDecaux throughout Berlin, promoting the event all day
- Geo-based SMS campaign to activate young people near the event
Live Broadcast & Content Extension:
During the concert, the performance was streamed live to WallDecaux digital screens at Friedrichstraße subway station – creating strong attention and a spontaneous audience there. A local event became a citywide experience.
Additionally, there was live streaming on social media platforms for nationwide reach. Afterwards, a highlight reel of the event was published on the PiCK UP! website, including fan testimonials and video messages from Samy Deluxe.