SONG ON AIR = CLIP ONLINE by Mortierbrigade Brussels for ABSYNTHE MINDED

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SONG ON AIR = CLIP ONLINE

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Industry Business equipment & services, Corporate Image
Media Direct marketing
Market Belgium
Agency Mortierbrigade Brussels
Creative Director Joost Berends, Jens Mortier, Philippe De Ceuster
Released June 2012

Awards

Cannes Lions 2012
Direct Lions Direct Response Digital: Other Digital Platforms Bronze

Credits & Description

Type of entry: Use of Direct Marketing
Category: Direct Response Digital: Other Digital Platforms
Advertiser: ABSYNTHE MINDED
Product/Service: ABSYNTHE MINDED
Agency: MORTIERBRIGADE Brussels, BELGIUM
Advertiser ABSYNTHE MINDED
Product ABSYNTHE MINDED
Entrant MORTIERBRIGADE Brussels, BELGIUM
Type of Entry: Use of Direct Marketing
Category: Direct Response Digital: Other Digital Platforms
Title: SONG ON AIR = CLIP ONLINE
Advertiser/Client: ABSYNTHE MINDED
Product/Service: ABSYNTHE MINDED
Entrant Company: MORTIERBRIGADE Brussels, BELGIUM
DM/Advertising Agency: MORTIERBRIGADE Brussels, BELGIUM

Creative Director: Jens Mortier/Joost Berends/Philippe de Ceuster (Mortierbrigade)
Creative Team: Tim Arts/Stefan van den Boogaard (Mortierbrigade)
Design: Mathieu Michaux (Mortierbrigade)
Agency Producer: Emilie Kino (Mortierbrigade)
Interactive Producer: Jonathan Wieme (Mortierbrigade)
Editing: Louk Voncken/Godefroi Gilbert ()
Web Development: (Wijs)
Sound Recognition: (Intrasonics/Momads)
Client: Tom de Clercq (Absynthe Minded)

Describe the brief from the client
Absynthe Minded is an alternative rockband. They are pretty big in Belgium, yet small in Europe. The objective of this direct campaign was to promote the band in Europe and engage fans. How can a Belgian band get attention from the best alternative radio channels in Europe?



Creative Execution


For new or unknown bands there are 2 ways to reach new audiences. A great video that conquers the Internet. And traditional airplay. Everybody can share his music video on YouTube, but getting airplay on the radio is still the real deal.




Describe the creative solution to the brief/objective.



We made a video in order to get airplay: ‘The Most Exclusive Video Ever’
A video that could only be seen if the song got played on the radio.
We added an audio watermark to Absynthe Minded’s new single Space.
We installed software that constantly screened the selected radio stations
If one of them played the song, the software would recognise it, and send a signal to the server to play our video. If people wanted to see the video, they had to ask their radio station to play the song.




Describe the results in as much detail as possible.



The response:
Already on the first day of the launch people started spamming DJs on Twitter and Facebook to play the song. The DJs picked up the campaign, and talked about it on Twitter and on air. But what was even more important: they played the song. During 2 weeks, our song was played every hour somewhere in Europe. 212,000 people from abroad visited our website to see the video. And that’s how a small Belgian band got on radio and blogs all over Europe, and engaged the right fans.