Alb Case study GOLDEN CHAINS by CLM BBDO Paris

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GOLDEN CHAINS

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Industry Culture, Leisure & Sport, Records & Cinema Production
Media Case study
Market France
Agency CLM BBDO Paris
Director Johnatan Broda
Executive Creative Director Matthieu Elkaim
Creative Director Olivier Lefebvre, Benjamin Marchal
Copywriter Kevin Salembier
Released June 2013

Awards

Cannes Lions 2013
Cyber Lions Online Video; Interactive video Gold
Direct Lions Best Use of Digital Direct Marketing; Websites, Microsites & Banners Silver
Promo and Activation Lions Use of Promo & Activation; Best Online Advertising in a Promotional Campaign Bronze

Credits & Description

Type of entry: Best Use of Digital Direct Marketing
Category: Websites, Microsites & Banners
Advertiser: ALB
Product/Service: MUSIC VIDEO
Agency: CLM BBDO Boulogne-Billancourt, FRANCE
Executive Creative Director: Matthieu Elkaim (CLM BBDO)
Creative Director: Benjamin Marchal (CLM BBDO)
Creative Director: Olivier Lefebvre (CLM BBDO)
Artistic Director: Julien Boissinot (CLM BBDO)
Copywriter: Kevin Salembier (CLM BBDO)
Head Of Production: Jean-Gabriel Saint-Paul (CLM BBDO)
R&D Director: Anthony Hamelle (CLM BBDO)
Community Director: Camille Darmante (CLM BBDO)
Director: Johnatan Broda ()
Case Study Editor: Pierre Deshayes (CLM BBDO)
Production: (Carnibird)
Executive Producer: Willy Morence (Carnibird)
Digital Production: (Acne Production)
Musical Editor: (Green United Production)
Case Study Editor: Pierre Deshayes (CLM BBDO)
Describe the brief from the client
ALB is an emerging French musician who’s planning to release his second album in 2013. The thing is, like many other artists, ALB isn’t supported by a major label yet. In today’s music industry, how to promote an emerging unsigned artist and find a way to finance his new album at the same time? Simply by creating the first world participative music video.

Creative Execution

On June 13th 2012, GOLDEN CHAINS has been launched as a web based music video on the site albgoldenchains.com.
With a unique form, mixing a music video with the possibility to purchase the artist’s items on famous e-commerce websites, GOLDEN CHAINS has naturally became viral on Facebook, Twitter and blogs. Places where music is the most shared nowadays.
We also used those associated e-commerce websites as real media to drive the audience to the music video. All the items available for sale were presented with the mention : 'From the music video albgoldenchains.com'


Creative Solution to the Brief/Objective.

ALB came up with GOLDEN CHAINS, a unique participative music video, in which the artist took up the challenge of selling items from his personal daily life… for real. The goal: to use the revenue gained to fund the production of his next album.
From his old sneakers to his musical instruments, including the rental of his apartment, GOLDEN CHAINS gives the audience the opportunity to purchase in real time all the things that ALB is getting rid of, via well-known e-commerce websites. Such as: eBay, Etsy, airBnB, asosmarketplace, iTunes, meetic…etc.


Results

Launched on June 13th 2012, with a €0 media plan, GOLDEN CHAINS has received a warm welcome on the internet and has been relayed in tons of blogs from both the music and media world.
- All the items were sold in less than 10 days.
- Up to now, the music video has been viewed in 158 countries around the world.
- + 170% like increase on the artist’s Facebook page
- ALB is today in studio, recording his upcoming album.
And best of all, ALB has been approached by some major labels and is currently about to be signed.