| Brand | MUSIC MASTER |
| Product/Service | MUSIC DOWNLOAD SITE |
| Entrant | DDB Dubai, UNITED ARAB EMIRATES |
| Category | Other Digital Channels |
| Entrant Company: | DDB Dubai, UNITED ARAB EMIRATES |
| Advertising/Web Design Agency: | DDB Dubai, UNITED ARAB EMIRATES |
Brief Explanation
The challenge was to launch a new regional legal music download site, Music Master, to a youth target used to downloading their music illegally and for free.
The insight that music is personal and that the youth express themselves through their music collections led to the idea: ‘I am my music. I am Music Master’. This was brought to life with a fully integrated and interactive campaign.
Ambient portraits made up of QR codes allowed the user to snap the codes and download free music. Interactive press, online banners, a facebook app and radio ads also engaged our target in innovative ways despite the limited budget.
Credits
| Diya Ajit |
DDB Dubai |
Art Director |
| Camilla McLean |
DDB Dubai |
Copywriter |
| Edward Harris |
DDB Dubai |
Account Supervisor |
| Shehzad Yunus |
DDB Dubai |
Executive Creative Director |
| Navin Ashokan |
DDB Dubai |
Digital Manager |
| Najeeb Puthuveettil |
DDB Dubai |
Interactive Web Designer |
| Edward Bagnall |
Music Master |
Marketing Manager |
| Firstbase London |
Firstbase London |
Illustrator |