Mercury Def Jam Promo, Case study 99 PROBLEMS BUT PRINT AIN'T ONE by Mediacom London

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99 PROBLEMS BUT PRINT AIN'T ONE

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Industry Records & Cinema Production
Media Promo & PR, Case study
Market United Kingdom
Agency Mediacom London
Released October 2010

Credits & Description

Category: Best Use of Print
Advertiser: MERCURY DEF JAM
Product/Service: JAY-Z GREATEST HITS
Date of First Appearance: Oct 1 2010
Entrant Company: MEDIACOM, London, UNITED KINGDOM
Managing Partner: Chris Binns (MediaCom)
Media Manager: Sarah Stringer (MediaCom)
Head of digital & press: Azi Eftekhari (Mercury)
Media placement: Press Campaign - Guardian - October 2010

Insights, Strategy & the Idea
TO LAUNCH JAY-Z’S GREATEST HITS WE NEEDED TO LET PEOPLE HEAR THE FULL RANGE OF HIS BACK CATALOGUE

Our campaign for the launch of Jay-z’s Greatest Hits redefined the role for print in the 21st century. We turned a one-way static medium into a two-way video-and-audio sampling extravaganza.

Jay-Z is a global superstar, developing a unique appeal in Britain via headline appearances at the Glastonbury and Wireless festivals. These took his unique style and performance to the 30-something middle-classes of Britain - some journey from his roots in the projects of Brooklyn.

We needed to find a way of building on this momentum by showcasing the huge number of influential hip-hop records which make up his back catalogue. Audio-visual sampling is not something that print is famous for, but our execution showed how newspapers can shift from a static, 2-D medium to a “bought, owned and earned” media powerhouse.

Creative Execution
A DIGITAL WATERMARK IN OUR PRINT ADS ALLOWED SMARTPHONE USERS TO WATCH A 3-MINUTE SHOWCASE OF HIS HITS

Building on the Glastonbury appearance we created a partnership with the Guardian (sponsor of the Glastonbury festival) which allowed us to run three-minute long audio-visual ads, from a newspaper!

The entry points were full-page ads in relevant weekend sections (a moment in time when the audience had enough time to engage in our message) - these encouraged people to hold their smartphones over the ad. Once they did this an invisible digital watermark launched a three-minute showcase of Jay-Z's greatest hits and videos on their phones. From this video, fans could then also click through to buy the album on iTunes.

Results and Effectiveness
THOUSANDS OF READERS WATCHED, THE ALBUM OUTPERFORMED SIMILAR RELEASES, AND JAY-Z’S MANAGEMENT WERE DELIGHTED

Thousands of people have viewed the video clip!

The record launched in the Top 20 during a period when Hip-Hop is being consistently outsold by other genres

Jay-Z’s record label themselves loved it, Jason Iley, President of Mercury Def Jam saying "Jay-Z's Greatest Hits was all about showcasing the iconic back catalogue, in this instance we wouldn't normally consider print however this gave us a fantastic opportunity to engage with his fans in a new and
exciting way"