GREATEST SONG by The Jupiter Drawing Room South Africa for Musica

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GREATEST SONG

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Industry Business equipment & services, Racial/Ethnic/Handicapped/Minority Awareness, Corporate Image
Media Direct marketing
Market South Africa
Agency The Jupiter Drawing Room South Africa
Executive Creative Director Ross Chowles
Creative Director Livio Tronchin
Art Director Yumna Sadan
Copywriter Ivan Ayliffe, Shameema Davids
Released October 2009

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: MUSICA
Product/Service: DEAF AWARENESS WEEK
Agency: THE JUPITER DRAWING ROOM (SOUTH AFRICA)
Date of First Appearance: Nov 1 2009 12:00AM
Entrant Company: THE JUPITER DRAWING ROOM (SOUTH AFRICA), Cape Town, SOUTH AFRICA
Entry URL: http://www.greatestsong.co.za
Executive Creative Director: Ross Chowles (The Jupiter Drawing Room South Africa)
Creative Director: Livio Tronchin (The Jupiter Drawing Room South Africa)
Art Director: Yumna Sadan (The Jupiter Drawing Room South Africa)
Copywriter: Ivan Ayliffe (The Jupiter Drawing Room South Africa)
Copywriter: Shameema Davids (The Jupiter Drawing Room South Africa)
Account Manager: Timothy Young (The Jupiter Drawing Room South Africa)
Post Production House: Platypus Productions (Platypus Productions)
Post Production: Entelligence (Entelligence)
Media placement: TV/Web/Social Media - DSTV - August 2009

Describe the brief/objective of the direct campaign.
Musica is South Africa’s largest music and entertainment retailer. Every year they run a pro-bono campaign to promote Deaf Awareness. In 2009, they chose to donate hearing aids to hearing impaired children, giving them the gift of hearing. The brief was to establish as much coverage and participation as possible, with zero buget.

Explain why the creative execution was relevant to the product or service.
The creative demonstrated Musica’s passion for music by leading with a credible message. By inviting people to participate in an entertaining way, it focused attention on a charity for hearing-impaired children. The question, “If you were hearing for the first time, which song would you want to hear?” was intriguing and compelling. The message from Musica was loud and clear - while you focus on choosing your most moving song, consider those who have never had the chance of hearing one. The idea illustrated the extent of Musica’s passion for music, and the lengths they go to, to share it.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
“If you were hearing clearly for the first time, which song would you want to hear?” That’s the question that started a search for the greatest song. The idea was introduced with a TV ad, then expanded via a social media campaign and a microsite: www.greatestsong.co.za. Once a following was generated, we released a video clip on the site. People began casting their votes across all channels and debate was predictably emotional. With voting closed and the hearing aids handed over, we released a short documentary on the micro site, adding a sense of reward to all who got involved.

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.
The response was overwhelming, considering the low penetration of digital in South Africa, gathering 264 Facebook fans, 154 Twitter followers and a total of 4487 votes on the micro site, all within a month. Third party web endorsement and dedicated Talk Radio exposure was generated at no extra cost. In addition, Yoko One herself waived the rights to the track 'Imagine' in support of the initiative.