MUSIC, SEE WHAT IT'S MADE OF by ALMAP BBDO Brazil for Billboard

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MUSIC, SEE WHAT IT'S MADE OF

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Industry Magazines, Website
Media Promo & PR, Case study
Market Brazil
Agency ALMAP BBDO Brazil
Executive Creative Director Marcello Serpa
Creative Director Luiz Sanches Jr., Dulcidio Gutierrez Caldeira
Art Director Andre Kassu, Marcos Medeiros, Danilo Boer
Account Supervisor Felipe Bartholomeu, Camila Figueiredo
Typographer Jose Roberto Bezerra
Illustrator Marcos Kotlhar
Released April 2010

Credits & Description

Category: Best Use of Integrated Media
Advertiser: BILLBOARD
Product/Service: MUSIC MAGAZINE
Agency: ALMAPBBDO
Date of First Appearance: Apr 30 2010 12:00AM
Entrant Company: ALMAPBBDO, São Paulo, BRAZIL
Entry URL: http://www.551121615600.com/awards/2010/influence/eng/
Executive Creative Director: Marcello Serpa (AlmapBBDO)
Creative Director: Luiz Sanches (AlmapBBDO)
Creative Director: Dulcidio Caldeira (AlmapBBDO)
Copywriter: André Kassu (AlmapBBDO)
Art Director: Marcos Medeiros (AlmapBBDO)
Art Director: Danilo Boer (AlmapBBDO)
Illustrator: Marcos Kotlhar (AlmapBBDO)
Typographer: José Roberto Bezerra (AlmapBBDO)
Account Supervisor: Felipe Bartholomeu (AlmapBBDO)
Account Supervisor: Camila Figueiredo (AlmapBBDO)
Advertiser's Supervisor: Antonio Camarotti (Billboard Brasil)
Planner: Cintia Gonçalves (AlmapBBDO)
Media placement: Press - Magazines - 30 April 2010
Media placement: Internet - Billboard Brazil's Web - 30 April 2010
Media placement: Posters - Stores - 30 April 2010

Results and Effectiveness
Billboard is a new publication in Brazil. And it needed to differentiate itself from competitors. The campaign positions Billboard as the great authority on music. The consumer had a chance to realise that authority in several ways. And the answer was immediate with an increase in the number of subscribers and a great number of visits at Billboard.com. The campaign placed Billboard firmly in the Brazilian publishing market making consumers immediately associate music to Billboard.

Creative Execution
First, the print media. Billboard itself, many ads showed great stars of pop: Bono, Eminem, Marilyn Manson, etc.. With all its composite image of the influences and a touch of humour. Then, the subway posters showed the concept on a larger scale. A touch panel allow the consumer to choose their favourite stars. And he saw within the hours his image remade with the icons of his stars as well as a screen size image. Interactivity and fun. The consumer has the chance to see what he is made of in terms of music. In addition, by pressing a button, the panel took the role of a photobooth. This recorded image was sent to an account on Flickr. And consumers could download their image. On the web, many users Last FM received a link from Billboard in their message box. They clicked and saw the picture of their profile redone with their favourite starts. And this image stamped on the cover of Billboard. Those who signed up for the magazine won a poster as a gift.

Insights, Strategy & the Idea
Music. Understand what is done. Billboard's campaign that shows all your knowledge of world pop. Each artist is displayed in a composition made of their primary influences, showing that each is in fact made up of several other artists. In a second phase of the campaign, consumers had the chance to interact with the concept. An interactive panel allowed the consumer to choose their influences over time and see the result. The campaign makes the consumer realise that he is made of music too. The intention is to increase the visibility of Billboard with its audience in a fun way.