PLASTIC FLOWERZ by M&C Saatchi Sydney for Emi

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PLASTIC FLOWERZ

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Industry Business equipment & services, Corporate Image
Media Direct marketing
Market Australia
Agency M&C Saatchi Sydney
Creative Director Gavin Mcleod, Hamish Stewart
Art Director Tommy Cehak
Copywriter Gavin Chimes
Released March 2010

Awards

Caples Awards 2010
Direct Mail & Print Direct mail dimensional, over $5 Gold

Credits & Description

Category: Dimensional Mailing
Advertiser: EMI
Product/Service: GORILLAZ ALBUM PROMOTION
Agency: M&C SAATCHI/MARK
Date of First Appearance: Mar 5 2010 12:00AM
Entrant Company: M&C SAATCHI/MARK, Sydney, AUSTRALIA
Creative Director: Gavin Mcleod (M&C Saatchi/Mark)
Copywriter: Gavin Chimes (M&C Saatchi/Mark)
Art Director: Tommy Cehak (M&C Saatchi/Mark)
Print Producer: Samantha Forbes (M&C Saatchi/Mark)
Account Director: Samantha Mcleod (M&C Saatchi/Mark)
Account Executive: Emma Chow (M&C Saatchi/Mark)
Creative Director: Hamish Stewart (M&C Saatchi/Mark)
Media placement: Direct Mail - Sent Out To 20x Bloggers - 3 March 2010
Describe the brief/objective of the direct campaign.
Plastic Beach is the 3rd studio album from Gorillaz. It is premised around a strange floating island deep in the South Pacific - one made entirely of plastic debris and the washed up remnants of humanity. Our client, EMI, approached us with a tactical brief to promote this album to all fans of popular music. With a budget of only $3000, we knew our best strategy lay in targeting key music influencers.But with thousands of albums and media releases being sent to music journalists every week, how do we get in-depth and quality coverage?
Explain why the creative execution was relevant to the product or service.
Most albums are promoted using A4 type-written media releases and a copy of the CD. In true Gorillaz style, we did something completely different. We gave music influencers something genuinely cool to own and write about. “Hey record labels, take note, this is how you get us to write about your band!” - Pedestrian.TV, leading Australian culture blog referring to our campaign.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We decided to give bloggers and music journalists something they wouldn’t ordinarily expect: a unique relic from Plastic Beach.We commissioned an artist to supply a series of unique plastic flowers made from various household discards. Positioned as a tailored “little prezzie” from Gorillaz, these were sent to prominent music journalists and bloggers, along with a hand written letter from Murdoc himself and a USB drive containing the exclusive story behind the album, plus free tracks, videos and artwork. Naturally, our objective was in-depth coverage from as many bloggers as possible.
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.
Plastic Flowerz saw a 70% response rate from targeted bloggers, resulting in nearly 8,000 social media impressions and helping Plastic Beach reach #1 on the Australian charts within a week of launch. The first country in which it’s done so. In the over-hyped, competitive music industry, we got people whose opinions are really valued, to talk in-depth about the new Gorillaz album. “thankfully the Record Label number crunchers were for once overpowered by the creative-types Good or Bad, a campaign this brazen will always be blogged about and I’m certain that was EMI’s intention.” - Whiteboydancefloor, leading Australian music blog.