Billboard Promo, Case study ON HOLD JAM SESSION by ALMAP BBDO Brazil

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ON HOLD JAM SESSION

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Industry Magazines
Media Promo & PR, Case study
Market Brazil
Agency ALMAP BBDO Brazil
Creative Director Andre Kassu, Marcos Medeiros, Luiz Sanches Jr.
Art Director Sascha Piltz
Copywriter Pedro Paes
Released October 2011

Credits & Description

Category: Best Use of Audio
Advertiser: BILLBOARD BRASIL
Product/Service: BILLBOARD MAGAZINE
Agency: ALMAPBBDO
Chief Creative Officer: Marcello Serpa (Almap BBDO)
Executive Creative Director: Luiz Sanches (Almap BBDO)
Creative Director: Marcos Medeiros (Almap BBDO)
Creative Director: Andre Kassu (Almap BBDO)
Creative Director: Luiz Sanches (Almap BBDO)
Art Director: Sascha Piltz (Almap BBDO)
Copywriter: Pedro Paes (Almap BBDO)
Media placement: On hold music - Billboard - 25/04/2012
Media placement: Direct - Billboard Magazine - 25/04/2012

Insights, Strategy & the Idea
Billboard magazine features the best of pop music and entertainment. And we couldn’t forget this during one of the most boring moments for those who like music: the on hold music and its horrible soundtracks. For this reason, we created the 'On Hold Jam Session' so that our clients and subscribers wouldn’t have to go through those boring moments again.

Creative Execution
Now those who call Billboard Magazine listen to their favourite song - or rather, play to their favourite song. The on hold music plays the instrumental track of pop music classics. And those on the other side of the line can play along using the telephone keyboard sounds. All they had to do was follow the sheet music sent to media buyers at advertising agencies and magazine subscribers, pressing the corresponding numbers for each song.

Results and Effectiveness
In one week, the number of calls went up 38%. Clients, subscribers and hundreds of curious people called the magazine. And the whole action only cost approximately US$1,800.