CONDUCTOR by Globalhue Detroit for Globalhue

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CONDUCTOR

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Industry Museums & Libraries
Media Promo & PR, Case study
Market United States
Agency Globalhue Detroit
Director Ruben Latre
Producer Melissa Levins
Account Supervisor Kelli Coleman
Editor Ruben Latre
Released February 2011

Credits & Description

Category: Best Use of Online Advertising
Advertiser: GLOBALHUE
Product/Service: NATIONAL MUSEUM OF HIP HOP
Agency: GLOBALHUE
Date of First Appearance: Feb 6 2011
Entrant Company: GLOBALHUE, Southfield, USA
Entry URL: http://www.google.com/search?client=safari&rls=en&q=national+museum+of+hip+hop&ie=UTF-8&oe=UTF-8
ECD/Writer: Desmond Hall (GlobalHue)
Agency Producer: Dale Bramwell (GlobalHue)
Account Supervisor: Kelli Coleman (GlobalHue)
EVP, ECD: Michael Jacobs (GlobalHue)
Producer: Melissa Levins
Director: Ruben Latre
Editor: Ruben Latre
Music/Sound Design: Wendel Hanes
Client Supervisor: Craig Wilson
Planner: Joyce Simmons
Post: Nice Shoes
Post: Spotwelders
Media placement: Web film, single - You Tube - Jan. 25, 2010

Insights, Strategy & the Idea
The National Museum of Hip Hop wanted to create a "soft launch" for it's fundraising campaign (Donate-a-Dollah) to build a location in Harlem. By taking a hip hop Census, fans could donate a single dollar to the cause. In tern the Census could be used as a list to corporate sponsors as proof of the efforts viability.

The target audience was hip hop fans and corporations that have profited from the Hip Hop boom.

The classics of Hip Hop deserve preservation and the respect that other major art forms have.

Fans/Corporations who have profited from Hip Hop's existence would want to give back and the museum's DAD campaign is a perfect vehicle.

Creative Execution
To reach this dual audience we created the engaging web film "The Conductor" which is based on three pillars of hip hop's pillars; The B-Boy/Girl; Graffiti and the DJ in order to raise awareness for the need to preserve and honor the classics of hip hop.

- The museum website and You Tube were used in concert. "The Conductor" ran on You Tube and was used to drive traffic to the museum website.

Results and Effectiveness
In 2 months "The Conductor" received 6,000 views on You Tube and was the direct cause of several very promising meetings with 2 major brands which may lead to corporate sponsorship.