Re:spect Magazine DM KILL MUSIC by Grey Hong Kong

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Industry Magazines, Charities, Foundations, Volunteers
Media Direct marketing
Market Hong Kong SAR China
Agency Grey Hong Kong
Creative Director Keith Ho, Sonic Choy
Art Director Chow Yan Kit
Copywriter Halo Cheng, Tony Chan
Producer John Lo, Wong Ying Ying
Released September 2009

Credits & Description

Category: Direct Response Digital: Email Marketing
Date of First Appearance: Sep 5 2009 12:00AM
Entry URL:
Executive Creative Director: Keith Ho (Grey Hong Kong)
Creative Director: Keith Ho (Grey Hong Kong)
Creative Director: Sonic Choy (Grey Hong Kong)
Copywriter: Halo Cheng (Grey Hong Kong)
Copywriter: Tony Chan (Grey Hong Kong)
Art Director: Kit Chow (Grey Hong Kong)
Multimedia Designer: Kenny Wong (Grey Hong Kong)
Producer: John Lo (Grey Hong Kong)
Producer: Wong Ying Ying (Grey Hong Kong)
Media placement: Email - Internet - 5 Sep 2009

Describe the brief/objective of the direct campaign.
The target audiences of this project are the Internet users who will download songs. We want to reach them through the Internet, so we advertise through emails and website.

Explain why the creative execution was relevant to the product or service.
We sent out mass email to lead music lover to a mini website we created. In the website, an album cover could be seen with the artist on it, which enticed people to illegally download free albums. As soon as you click on the download button, the cursor turns into a gun and instantly kills the musician. Then our warning message appears telling you that when you download music illegally, you are killing the artist’s life and music industry – just like a murderer.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Downloading music illegally affects music artists worldwide. It has also caused CD sales to decrease rapidly. Therefore, our aim was to come up with an online campaign to stop illegal downloading.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
This campaign created a huge noise on the internet, which spread through different forums, Facebook, personal blogs and the media. A huge number of people promised not to download illegally again in a Facebook group. The application soon became a hot topic in some popular forums and thousands people replied with comments. The Youtube click rate reached over a thousand and still counting. The applications also made it onto the covers of several media. We wanted illegal downloaders to rethink about the issues of illegal downloading… and that’s what we achieved.