The Parisians Promo, Case study COVER TAKEOVER by DDB Paris

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COVER TAKEOVER

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Industry Publishing, streaming & media
Media Promo & PR, Case study
Market France
Agency DDB Paris
Executive Creative Director Sylvain Thirache, Alexandre Hervé
Art Director Paul Kreitmann
Copywriter Alexis Benoit
Released March 2011

Credits & Description

Category: Media, Arts and Entertainment
Advertiser: THE PARISIANS
Product/Service: BAND PROMOTION
Executive Creative Director: Alexandre Hervé (DDB Paris)
Art Director: Paul Kreitmann (DDB Paris)
Copywriter: Alexis Benoit (DDB Paris)
Account Director: Florent Depoisier (DDB Paris)
Sound Producer: Marine Cremer (Studio 5)
Sound Production: - (Studio 5)
Case Study Image Edit and Motion Design: Stiv Spasojevic
Media placement: The iTunes Screensaver hijacked and turned into a new media. - www.theparisians.com - March 21st, 2011

Summary of the Campaign
When The Parisians, a French Rock band from Paris, released their new EP “Difficult Times”, we were asked to promote it online with a limited budget.
In order to boost both the band’s popularity and the EP’s sale, we decided to mess with your favourite bands. Digitally.
To do so, we simply took advantage of an already existing widely used application, the iTunes screensaver, and add a twist.
By creating 18 additional unfriendly covers with lines directly addressed to other bands, we hijacked the iTunes screensaver to talk trash to the other artists, turning it into a new media.
All you had to do was to log on theparisians.com, download the extra covers for free, put them in your iTunes, and let your screensaver do the rest.
It rapidly spread through social media from the fans' newsfeeds, shares, comments on blogs, websites, magazines and obviously screensavers. A lot of screensavers.
In the end, we infiltrated the peaceful world of iTunes, which nobody had done before, increased the band’s website and Facebook page traffic, had very good feedback from their existing fans, gained new ones, and more importantly, sold a lot more EPs than first expected.

The Situation
The Parisians were a new French band with limited exposure. We had to fix that for their EP to be sold well.

The Goal
To boost both the band’s popularity and the EP’s sale, targeting all the Indie Rock fans, especially the ones between 12 and 25 years old, we knew, without specific research, we had to use iTunes and its screensaver to reach our audience. Then the objective was simple: create our own media out of it.

The Strategy
The planning was simple: create additional covers for the EP, offer them to be downloaded for free from the band’s official website to increase the page’s traffic and then turn everyone’s screensaver into a new media - our own media.

Execution
By creating 18 additional unfriendly covers with lines directly addressed to other bands, we achieved to increase the band’s website traffic and hijacked the iTunes screensaver, turning it into our very own media and there was nothing Apple could do against it.

Documented Results
It rapidly spread through social media from the fans newsfeeds, shares, comments to blogs, websites, magazines and obviously screensavers. A lot of screensavers.
In the end, we infiltrated the peaceful world of iTunes, which nobody had done before, had very good feedback from the existing fans, gained new ones, increased both the band’s Facebook page and website traffic (+90% visitors and 25% of all downloaded the covers), and more importantly, sold a lot more EPs than first expected.