MusicMaster Promo, Case study MUSIC MASTER LAUNCH by DDB Dubai

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Industry Electronic Devices & Home Appliances
Media Promo & PR, Case study
Market United Arab Emirates
Agency DDB Dubai
Executive Creative Director Shehzad Yunus
Art Director Diya Ajit
Copywriter Camilla Mclean
Account Supervisor Edward Harris
Illustrator Firstbase Imaging London
Released February 2011

Credits & Description

Category: Retail and E-Commerce, including Restaurants
Advertiser: MUSIC MASTER
Product/Service: WEBSITE
Agency: DDB
Date of First Appearance: Feb 15 2011
Entrant Company: DDB, Dubai, UNITED ARAB EMIRATES
Art Director: Diya Ajit (DDB Dubai)
Copywriter: Camilla McLean (DDB Dubai)
Account Supervisor: Edward Harris (DDB Dubai)
Executive Creative Director: Shehzad Yunus (DDB Dubai)
Digital Manager: Navin Ashokan (DDB Dubai)
Interactive Web Designer: Najeeb Puthuveettil (DDB Dubai)
Marketing Manager / Music Master: Edward Bagnall (Music Master)
Illustrator: Firstbase London (Firstbase London)
Media placement: Ambient Posters/Interactive Press/Emails/Mobile/Facebook App/Online Banners/ - Malls/Youth Publications/Youth Websites/Music Events - 15th February 2011
Insights, Strategy & the Idea
The challenge was to launch a new regional legal music download site, to a youth target who were used to downloading their music illegally and for free. It was important to demonstrate the breadth of Music Master’s catalogue and create an easy way to access and bookmark a hard-to-remember URL. The strategy was to create a campaign that allowed the target to directly access the website whilst engaging with a creative idea that was relevant to them and also provided them with the instant gratification of free music. By making music feel personal and creating an interactive platform, Music Master maximised the impact of a limited media budget. The different elements of the media plan worked hard together to engage consumers and get them interacting with the touch points in new ways.
Creative Execution
Ambient and press portraits of real people made up of QR codes directly linked to the featured subject's favourite music. Users snapped codes with their smart phones and downloaded the free music to explore the concept: I am my Music. I am Musicmaster. Consumers were encouraged to define their own personalities and music collections through the Music Master website and in addition online banners, radio ads and a facebook app further engaged the audience with the concept. Increased Smartphone penetration in the UAE meant that using QR codes made sense. The codes gave an instantly recognisable campaign mnemonic, drove traffic to the website to bookmark the URL plus there was the added incentive of free music. The instant gratification of getting free music from these portraits suited the short attention spans of our youth target plus the feel of the campaign reflected their eclectic worlds of technology and music.
Results and Effectiveness
Client’s two-month target for site registrations achieved in just 3 weeks. 1500 registered users and 3500 unique users during launch phase. PR coverage valued at >$150K achieved from buzz around launch activity. 30+ news stories in first week of the launch plus innumerable blog and forum posts. “The campaign was a massive success for us getting the brand out and about amongst a hard-to-impress target audience. People actively engaged with the creative and by the end of the reveal phase the registrations on the site had exceeded our expectations by 100%.” Edward Bagnall, Marketing and Communications Manager at Music Master.