Muzzia Promo, Case study CD IS DEAD - THE FUNERAL by 2Face Marketing & Promotion, Laboratory Ideas

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Industry Website
Media Promo & PR, Case study
Market Hungary
Agency 2Face Marketing & Promotion
Agency Laboratory Ideas
Creative Director Sandor Haszon
Art Director Diana Pusztai
Released March 2012

Credits & Description

Category: Technology and Manufacturing
Product/Service: MUZZIA
Creative Director: Sándor Haszon (Laboratory Ideas)
Art Director: Diána Pusztai (Laboratory Ideas)
Copwriter: Alex Szénássy (Laboratory Ideas)
Copwriter: András Maros (Laboratory Ideas)
Media placement: Event (The Funeral) - Budapest (Gödör Club) - 25 March 2012
Summary of the Campaign
The challenge:
Create a launch campaign for a new brand: Muzzia.
It's the biggest online music source in Hungary with more than 13m songs.
The idea:
Muzzia’s new era can only begin when the old era officially ends, i.e. 'dies'. We decided to launch the Muzzia brand by organising the funeral of Muzzia’s ancenstor, the most popular music source of the last decades: the CD.
Citylights invited people to take part in the mourning march and ceremony.
Series of video banners with famous Hungarian musicians invited the viewers to the event.
On the day of the event, the gathering crowd marched down the most important avenue of Budapest, Andrássy út to arrive to a main downtown square of the city where the ceremony was held.
The results:
The biggest TV channels showed reports of 1 day after the funeral, there were more than 36,000 relevant hits on Google when we typed in 'farewell to the CD'.
Due to financial limitations, the campaign involved very little media usage. The PR event was only advertised on citylight posters, video banners and Facebook. But since the event raised the attention of television channels and online news portals, we were finally able to get through a very wide range of media.
The Situation
We had to launch a new brand in a very short period of time with a very limited budget. Therefore we made the decision to plan a campaign that concentrates on a PR event which then raises a lot of attention so that it will actually have a long 'afterlife', and will be talked about in the press and on television.
The Goal
We had to launch a new brand in a limited period of time with a very limited budget.
The target audience is Hungary's music-loving people between the ages of 20-45.
The Strategy
We decided to communicate the birth of this new brand with a PR campaign. It is the birth of the nation’s biggest online streaming music provider. It is the birth of the newest way of listening to music.
The sales of CDs in Hungary has dropped gradually and significantly in the last few years; in fact, selling/buying CDs is now simply a rare thing to do. We came up with the idea to communicate 'the birth of the new' by burying the old. We organised a mourning march and a funeral ceremony for the CD.
We produced mourning flags, which were key visuals on the citylight posters, inviting people to take part at the mourning march and the funeral ceremony of the CD. We asked famous Hungarian musicians to tell their last goodbye speeches and invite people to the event; we recorded these speeches and used them as video banners. On the big day, the gathered mourning crowd marched behind the coffin all the way down the main avenue of Budapest to arrive to a square where the ceremony took place. On this very day, the biggest Hungarian television channels and online news portals showed reports of the event.
Documented Results
On the day of the event, Hungary’s major television channels (RTL Klub, TV2, ATV, HírTv) showed reports of the funeral in their afternoon and evening news programmes. 1 day after the funeral, there were more than 36,000 hits on the phrase 'farewell to the CD'. 4 days later this number grew to 125,000.