SING WITH AXEL by Leo Burnett Buenos Aires for LG

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SING WITH AXEL

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Industry Cell phones, Smartphones & Accessories, Shows, Events & Festivals
Media Promo & PR, Case study
Market Argentina
Agency Leo Burnett Buenos Aires
Copywriter Nicolas Kluguer
Producer Agustina Panigazzi
Digital Creative Director Max Soria
Released November 2009

Credits & Description

Category: Best Use of Sponsorship
Advertiser: LAURIA MANAGEMENT
Product/Service: AXEL TOUR 2009
Agency: LEO BURNETT ARGENTINA
Date of First Appearance: Nov 4 2009 12:00AM
Entrant Company: LEO BURNETT ARGENTINA, Buenos Aires, ARGENTINA
Entry URL: http://www.lbdemos.com.ar/casos/cannes/singwithaxel
Chief Creative Officer: Pablo Capara (Leo Burnett Argentina)
Chief Creative Officer: Seto Olivieri (Leo Burnett Argentina)
Copywriter: Nicolas Kluguer (Leo Burnett Argentina)
Digital Creative Director: Max Soria (Leo Burnett Argentina)
Art Director/Web Designer: Alejandra Bravo (Leo Burnett Argentina)
Digital Strategies Director: Santiago Greco (Leo Burnett Argentina)
Graphic Designer: Santiago Quintero (Leo Burnett Argentina)
3D Designer: Federico Gonzalez Bosque (Leo Burnett Argentina)
Programmer: Manuel Marioni (Leo Burnett Argentina)
Client Services Director: Francisco Funes (Leo Burnett Argentina)
Agency Producer: Federico Puricelli (Leo Burnett Argentina)
Agency Producer: Francisco Tanto (Leo Burnett Argentina)
General Producer: Ignacio Amato (Buena)
Producer: Agustina Panigazzi (Buena)
Project Leader: Sofia Garcia Laborde (Buena)
Marketing Seeding: Javier Frontera (Buzzom)
Media placement: Internet Campaign - Fan Club Sites, Blogs, Fotologs, Etc - November 2009

Results and Effectiveness
- Axel positioned himself as a accessible artist who always wants to be near his people. - The artist achieved the goal to get close to people and to obtain new fans. The artist's sponsors achieved the sales objective for the phones they were promoting. - People spent an average of 10 minutes in the site. The winner sang before 30,000 people. Almost 200,000 people saw Axel live. The tour was so popular that we had to add an end-of-tour show, with a new winner. The Axel Argentina 2009 tour was the most successful one in his 10 years of career.

Creative Execution
- We developed a website where fans could sing a duet with Axel, record the video and upload it to the site. The maker of the video with the most votes won the chance to actually get on stage in front of 30,000 people at the close of the tour and sing the duet with Axel. - Website, prints, POP, Press, TV and Radio (not traditional). All channels sent people to the website; and from the website, they were sent to the shows.

Insights, Strategy & the Idea
- Objectives: To promote the pop singer Axel´s tour, Argentina 2009, and bring the artist closer to his fans. There was also another challenge: The artist´s sponsors, PERSONAL Mobile Telephony and LG Telephones, needed an idea that involved their products. - Target audience: Axel fans, music fans, amateur singers, PERSONAL LG clients and potential clients. - Insight: All fans dream about being able to sing a duet with their idol. - Axel managed to make people remember his lyrics more, gained new fans, and sold out almost all of his tour shows. Sponsors achieved the estimated sale of products related to the promotion.