TINCHY STRYDER TAKE OVER by Cake for Carphone Warehouse

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TINCHY STRYDER TAKE OVER

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Industry Retail, Distribution & Rental companies
Media Promo & PR, Case study
Market United Kingdom
Agency Cake
Released December 2010

Credits & Description

Category: Best Consumer Engagement
Advertiser: THE CARPHONE WAREHOUSE
Product/Service: ELECTRONICS RETAILER
Date of First Appearance: Dec 11 2010
Entrant Company: CAKE, London, UNITED KINGDOM
Entry URL: http://www.facebook.com/carphonewarehouse
Global Creative Director: Mark Whelan (Cake)
Managing Partner: Jim Dowling (Cake)
Account Manager: Nick Henderson (Cake)
Marketing Director: Julian Diment (The Carphone Warehouse)
Group Head of Brand & Advertising: Kay Parkinson (The Carphone Warehouse)
Senior Marketing & Promotions Executive: Lisa Chang (The Carphone Warehouse)
Media placement: Social Media - PR & Social Media - 04/12/2010

Insights, Strategy & the Idea
The Carphone Warehouse (TCW) is Europe’s largest independent electronics retailer.

iPad arrived at TCW in December after the official launch at Apple stores in May 2010. With die-hard techies preorders accounting to 7.5 million by September, the first generation device was not new news and available to mainstream consumers.

But, let´s face it, it's more money than most people will spend on a gadget they don't know if they need or not. Also, mainstream consumers are less concerned with being tech-forward and more interested in having fun with the device.

We needed to bring the entertainment functionalities to life and connect it to passion points but moving away from product demos that would not influence them.

To bring excitement we tapped into aspirational Tinchy Stryder – a top UK rapper and one of the ten most influential Brits on Twitter – who regularly engages with +800,000 followers and has high mainstream appeal.

Creative Execution

To make this object even more desirable and spoil those who make music on iOS devices like Tinchy Stryder, iPad launched some amazing music production and performance apps, not to mention the add-ons and peripherals such as guitar interfaces, microphones and MIDI controllers.

Mirroring indie artisst devoting their night-times to compose their music, TCW open their doors at night and invited him and his crew to film a live exclusive set performing their best-known tracks, using nothing but iPads and 20+ different exclusive music-based apps.

Overnight, three tracks were shot and performed - from synths, to drums to clever voice-changing devices. The slickly edited footage/tracks were released online the next day.

A strong social media outreach campaign supported all pre/post-event activity. Teaser information and content was seeded throughout Tinchy’s social profiles, and reached relevant social communities that were interested in technology, music, pop culture and other “cool stuff.”

Results and Effectiveness
To “rap” it up, Tinchy’s talent makes this campaign hard to “beat”.

• 277,000 views for the content on YouTube.
• The most-viewed Carphone Warehouse clip ever online.
• 516,000 impressions on Facebook and Twitter alone.
• Over 5,000 shares on Facebook.
• More importantly, from a long term point of view, the official Carphone Warehouse Facebook page gained 15,000 additional fans – a 460% increase.
• Tinchy tweeting about his experience…priceless.