RE:GENERATION MUSIC PROJECT by Greenlight Media for Hyundai

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RE:GENERATION MUSIC PROJECT

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Industry Cars
Media Digital, Interactive & Mobile, Case study
Market United States
Agency Greenlight Media
Director Amir Bar-Lev
Executive Creative Director Nick Davidge Greenlight Mm
Creative Director Tom Pettus, Scott Muckenthaler
Producer Michael Bernstein
Editor Darrin Navarro, Dan Swietlik
Released June 2011

Awards

Cannes Lions 2012
Branded content & entertaiment lions Best use or integration of music Silver

Credits & Description

Type of entry: Branded Entertainment
Category: Best use or integration of music
Advertiser: HYUNDAI MOTOR AMERICA
Product/Service: HYUNDAI VELOSTER
Agency: GREENLIGHT MEDIA AND MARKETING, USA
Advertiser HYUNDAI MOTOR AMERICA
Product HYUNDAI VELOSTER
Entrant GREENLIGHT MEDIA AND MARKETING, USA
Type of Entry: Branded Entertainment
Category: Best use or integration of music
Title: RE:GENERATION MUSIC PROJECT
Advertiser/Client: HYUNDAI MOTOR AMERICA
Product/Service: HYUNDAI VELOSTER
Entrant Company: GREENLIGHT MEDIA AND MARKETING, USA
DM/Advertising Agency: GREENLIGHT MEDIA AND MARKETING, USA
2nd DM/Advertising Agency: INNOCEAN USA Huntington Beach, USA
3rd DM/Advertising Agency: RSA FILMS Los Angeles, USA
President: Dominic Sandifer (GreenLight Media & Marketing)
Director, Production: Jesse Brandt (GreenLight Media & Marketing)
Executive Creative Director: Nick Davidge (GreenLight Media & Marketing)
Vice President, Content Strategy: Steve Bender (GreenLight Media & Marketing)
Senior Manager, Digital Marketing: Jon Budd (Hyundai Motor America)
Vice President, Marketing: Steve Shannon (Hyundai Motor America)
Senior Integrated Planner: Brian Betts (Innocean USA)
Creative Director: Scott Muckenthaler (Innocean USA)
Creative Director: Tom Pettus (Innocean USA)
Account Director: Valencia Gayles (Innocean Usa)
Director: Amir Bar-Lev (RSA Films)
Producer: Michael Bernstein (RSA Films)
Executive Producer: Tom Dunlap (RSA Films)
Editor: Dan Swietlik (Stitch)
Editor: Darrin Navarro (Stitch)
Describe the campaign/entry
VIMEO PASSWORD: regenregen
Branded entertainment is exploding in the U.S. as marketers endeavour to mitigate advertising avoidance by reaching consumers through shared passions and values. The most popular approaches are product integration into TV shows or movies, licensing deals with musicians and curated content or experiences. The transactions are simple: A brand pays to be associated with an entertainment property and leverages it to appeal to its audience.
But there’s a stark difference between co-opting culture and creating it. Our challenge was to earn Hyundai the attention of the young, creative class – a discerning audience who respects the difference between an original idea and sponsoring someone else’s creation. So we developed an original entertainment property that would attract artists, capture the imaginations of these fans, and ultimately earn media for the brand.
By launching the RE:GENERATION Music Project, with Hyundai as the program’s benefactor, we were in charge of our own destiny. We crafted it for Hyundai’s young, creative audience. We developed it around the brand’s themes. We selected the artists. We contrived unusual situations to yield musical innovation. We flipped the model from brand as sponsor to brand as programmer. And at the end of it all, we owned the idea.

Results

For its launch of the new Veloster, Hyundai wanted to build a relationship with the young, creative class. A discerning audience sceptical of advertising, they’re more focused on defining their own creative voices. Therefore, we set out to earn their respect as a fellow creator. By tapping into their passion for music and exploring its most innovative edge, we helped Hyundai contribute something to the culture it wanted to reach.
The RE:GENERATION Music Project is an original soundtrack and feature documentary that challenged 5 of the world’s top DJs to re-imagine traditional genres of music. Conceived and promoted as a legitimate entertainment property, publicity trumped paid media. Rolling Stone broke the story in October, lighting a firestorm of media coverage with its feature on Skrillex collaborating with The Doors on RE:GENERATION’s rock track. 150 music outlets piled on in the first week, kicking off a 3-month promotional cycle with 30 pieces of content (videos, photos and tracks) running as programming on major music media networks.
We forged a partnership with the Grammys, who provided authenticity and media to the world premiere at Grauman’s Chinese Theatre during Grammy Week. Artists performed on David Letterman, Jimmy Kimmel, Carson Daly and Chelsea Lately to hype the film’s acceptance at the SXSW Film Festival and its nationwide theatrical release. The film is now available on Hulu and Fuse TV.
Hyundai was the project’s sole benefactor, giving this young, creative audience a unique window into the creative process, and a role in the production itself in a series of behind-the-scenes videos. Everything drove to a new Hyundai YouTube channel with exclusive content and relevant brand messaging. The film even earned its way onto the creative bill at Coachella, giving Hyundai the opportunity to showcase not only the film, but also its brand new Veloster.


Describe the creative solution to the brief/objective.

We wanted to become part of culture, so RE:GENERATION was launched as a legitimate film. It premiered at Grauman’s Chinese Theatre before a nationwide theatrical release and was screened multiple times at SXSW and Coachella. It’s currently available on Hulu and Fuse TV.
The soundtrack went top-10 on radio, with music videos featured on Vevo and YouTube. Artists performed on late night talk shows and gave the tracks away with a Hyundai branded widget.
Publicity trumped paid media as we seeded content with music and film. Journalists broke the story with more credibility than we could have through advertising.


Describe the results in as much detail as possible.

RE:GENERATION became Hyundai’s calling card in music and a demonstration of the brand’s innovative thinking to a new audience. It’s earned over 780m media impressions to date through a mix of online features, print editorial, musical performances on late night talk shows, and radio interviews.
Every piece of the program was designed to maximise Hyundai’s engagement with the young, creative class. The soundtrack cracked the top-10 on college radio and was downloaded 3m times through a branded widget. The film was an official selection at SXSW, sold out major markets in a 4-week nationwide theatrical release and was screened at the Coachella Music Festival. The content anchored a new Hyundai YouTube channel, driving over 10m people to a branded environment with relevant product messaging.
Throughout the cultural conversation, Hyundai has been given sincere credit by journalists and fans for its role in the project. The brand has earned more than respect. Through licensing deals with Hulu and Fuse, the film will earn $130m in advertising inventory as every broadcast and digital stream contains 2 minutes of messaging to initiate brand conversations with consumers in the right context.
And in the end, Hyundai owns the idea.