AUDIO SEARCH ENGINE by Eccetera Produzioni Audio for Eccetera

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AUDIO SEARCH ENGINE

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Industry Advertising agencies, Publishing, streaming & media, Business equipment & services
Media Promo & PR, Case study
Market Italy
Agency Eccetera Produzioni Audio
Art Director Rosella Tito
Copywriter Josè Bagnarelli, Pasquale Frezza
Producer Sabina Feneri
Editor Luca Imperato
Released April 2011

Credits & Description

Category: Best Use of Audio
Advertiser: ECCETERA
Product/Service: AUDIO PRODUCTION COMPANY
Agency: ECCETERA PRODUZIONI AUDIO
Date of First Appearance: Apr 28 2011
Entrant Company: ECCETERA PRODUZIONI AUDIO, Milan, ITALY
Entry URL: http://www.audiosearchengine.it
Creative director: Josè Bagnarelli
Copywriter: Pasquale Frezza, Josè Bagnarelli
Art Director: Rosella Tito, Luca Imperato
Editor: Luca Imperato
Web designer: Johnatan Mele
Sound engineer: Marco Vaccaro
Sound engineer: Mauro Fazzini
Sound engineer: Luca de Sensi
Producer: Sabina Feneri
: Francesco De Corte
: Angelo Pannofino
: Sibilla Morgantini
: Nicola Lampugnani
: Trottola
Media placement: Web Advertising - Facebook LaShortlist Blog - 28 April 2011
Media placement: Web Advertising - Audiosearchengine.it - 28 April 2011
Media placement: Web Advertising - Eccetera.it - 28 April 2011

Insights, Strategy & the Idea
The goal is to celebrate and promote Eccetera, awarded as the best radio production company at the 19th edition of the Radiofestival, the most important radioAd festival in Italy. Eccetera for this purpose launched a new digital search engine for the web, AudioSearchEngine, using sound for the first time.

The target are advertising creatives interested in sound, all reachable through LaShortlist, the most relevant Adv blog in Italy. Eccetera, already known to the target for radio production, opens towards new use of sound, demonstrating that the skills of people working for the radio can be applied and used in non conventional way in other media, as the sound for website navigation.

Propose to the target audience a funny and playful use of the sound navigation system able to direct the user toward a specific point/message of the website that we want to comunicate or emphasize.

Creative Execution
Pushing the use of audio as an instrument to navigate the web, opening a new way to express all the potential of an alternative use of search through pointer and sfx. AudioSearchEngine is a web project targeted on creating a new audio interactive web navigation toolset through the simple use of the world renown "warm/cold" game. The sound using warm/cold tied to pointer movements changes, directing the user to a hidden banner, in this case toward the Eccetera logo, until it’s revealed. Eccetera launched online the AudioSearchEngine a few seconds after the Production company of the year award was announced in order to show the Radio festival winners credits in a disrupting and creative way.
www.audiosearchengine.it

Results and Effectiveness
3000 Italian advertising people were targeted on LaShortlist blog . Through AudioSearchEngine and it’s revolutionary way of addressing users in a playful way, 1054 (more than 30%) accessed in 3 hours without any other media communication.Eccetera target perception moved to an “ audio research company” toward digital media, maintaining the image of radio award winning production company. Practical results as application of AudioSearchEngine (patented) with same or others sfx were immediate: from media companies for banner applications, advertising agencies for web products gaming contents and online publications for emphasize news or blogs.