2011 Winners & Shortlists

Results and Effectiveness

Client’s two-month target for site registrations achieved in just 3 weeks. 1,500 registered users and 3,500 unique users during launch phase. PR coverage valued at >$150K achieved from buzz around launch activity. 30+ news stories in first week of the launch plus innumerable blog and forum posts. “The campaign was a massive success for us getting the brand out and about amongst a hard-to-impress target audience. People actively engaged with the creative and by the end of the reveal phase the registrations on the site had exceeded our expectations by 100%.” Edward Bagnall, Marketing and Communications Manager at Music Master.

Creative Execution

The teaser campaign introduced the QR codes while the reveal used ambient and press portraits of real people made up of codes linking to the featured subject's favourite music. Users snapped codes with their smartphones and downloaded the free music to their computers to explore the concept: I am my Music. I am Musicmaster. Consumers were encouraged to define their own personalities and music collections through Music Master and in addition online banners, radio ads and a facebook app further engaged the audience. Increased smartphone penetration in the UAE meant that using QR codes made sense. The codes gave an instantly recognisable campaign mnemonic, drove traffic to the website to bookmark the URL plus there was the added incentive of free music. The instant gratification of getting free music from these portraits suited the short attention spans of our target plus the feel of the campaign reflected their eclectic worlds of technology and music.

Insights, Strategy and the Idea

The challenge was to launch a new regional legal music download site, Music Master to a youth target who were used to downloading their music illegally and for free. It was important to demonstrate the breadth of Music Master’s catalogue and create an easy way to access and bookmark a hard-to-remember URL. The strategy was to create a campaign that allowed the target to directly access the website whilst engaging with a creative idea that was relevant to them and also provided them with the instant gratification of free music. By making music feel personal and creating an interactive platform, Music Master maximised the impact of a limited media budget. The different elements of the media plan worked hard together to engage consumers and get them interacting with the touchpoints in new ways