Re:spect Magazine DM MUSIC ON PAPER by Grey Hong Kong

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Industry Magazines
Media Direct marketing
Market Hong Kong SAR China
Agency Grey Hong Kong
Director William So
Executive Creative Director Keith Ho
Creative Director Sonic Choy
Producer Chan Pu Yu
Editor Patrick Cheng
Released September 2010

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: RE:SPECT
Product/Service: MUSIC MAGAZINE
Date of First Appearance: Sep 9 2010
Entry URL:
Executive Creative Director: Keith Ho (Grey)
Group Creative Director: William Tsang (Grey)
Creative Director: Sonic Choy (Grey)
Senior Copywriter: Halo Cheng (Grey)
Senior Art Director / Designer: Gloria Fung (Grey)
Production Manager: Ken Yau (Grey)
Illustrator / Retoucher: Bon Leung
Assistant Art Director: Diana Nip (Grey)
Head of TV Production: John Lo (Grey)
Director: William So (Red Studio)
Editor: Patrick Cheng (Edit Point)
Producer: Chan Pu Yu (Red Studio)
Music Composer: Adrian Tsing (Do Music)
Media placement: Viral - Youtube - 9 September 2010

Describe the brief/objective of the direct campaign.
Hong Kong is a tough place for music lovers. There are lots of music magazines, but they’re all just packed with gossip about pop stars – nothing about actual music.

Fortunately there is one magazine that respects real music and real music lovers. Naturally, it's called re:spect, but it is not yet well known. Every page of re:spect is about music. That’s their motto and they live up to it.

Our objective was to let music lovers know about this magazine and encourage them to become readers.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Everything begins with a recruitment campaign placed on magazine and facebook group, asking for ideas about how to make music from a piece of paper.

Participants could use any part of re:spect magazine – tear out a page, rip it, scratch it, blow it, tap it or do whatever he/she could think of to create sounds from the paper. Readers were invited to show their ideas in a video and send it in to re:spect.

The workable ideas were used for a live paper music concert that re:spect organized and filmed as a viral video to spread via internet.

Explain why the creative execution was relevant to the product or service.
From the recruitment stage to the grand finale paper music concert, the whole campaign rode on the magazine's “music on paper” message which they delivered clearly and literally to their readers.

And most importantly, the campaign invited all music lovers to join, they were so engaged and enthusiastic that they would love to share and spread the message to the other music lovers.

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.
Responses thronged the facebook page and requested details of the projects. Music lovers kept uploading creative videos to the group and there was a torrent of comments jamming in. The 35 selected performers in the video draw massive attentions and responses in the social network. All these happenings aroused the interest of the Mass Media, re:spect Magazine was busy doing radio and newspaper interviews ever since. Artists and singers show their support to re:spect.

We successfully made use of the social network to draw more attentions from the non-readers. They brought in huge numbers of new readers!