The Winner Takes It All: TMW scoops Abba comeback

ABBA 2Abba have turned to data-driven marketing to promote the new concert which will see the 1974 Eurovision winners perform for the first time in 40 years, picking TMW Unlimited to work with in-house marketing teams to deliver all integrated marketing, including CRM, design and data operations.

Abba Voyage will open in May 2022 at a dedicated Abba Arena, a state-of-the-art 3,000 capacity arena located in the Queen Elizabeth Olympic Park in London.

It will see Agnetha, Björn, Benny and Anni-Frid performing digitally with a live 10-piece band and a new studio album.

The Abba avatars have been created following months of motion-capture and performance techniques with the four band members and a 1,000 VFX experts from Industrial Light & Magic, the company founded by George Lucas, in what is the firm’s first foray into music.

The new album The Visitors, includes two new songs, I Still Have Faith In You and Don’t Shut Me Down, that will both feature in the concert. Recorded together at Benny’s studio Riksmixningsverket in Stockholm, Voyage will be released worldwide on November 5 on Universal Music Group.

TMW Unlimited chief executive Chris Mellish said: “We couldn’t be more delighted to be a part of Abba Voyage. It’s so much more than just an original entertainment experience, and we have no doubt that Abba fans, old and new, will be blown away by what they see.

“We’re proud that our strategic, human understanding approach will help a new generation of fans to see, hear and feel Abba in a way previously unimagined.”

Executive producer Michael Bolingbroke added: “From the very beginning, this project has been about assembling a world-class team, and, when it came to our marketing needs, it was clear TMW Unlimited had not only the vision and ambition that matched ours, but they also had the breadth and depth of capabilities to deliver it.”

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