Zoo-records Promo, Case study HIDDEN LIVE by Leo Burnett Hong Kong

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Industry Retail, Distribution & Rental companies
Media Promo & PR, Case study
Market Hong Kong SAR China
Agency Leo Burnett Hong Kong
Executive Creative Director Connie Lo
Art Director Kenny Ip, Nicky Sun
Copywriter Joey Chung
Released March 2011

Credits & Description

Category: Retail and E-Commerce, including Restaurants
Advertiser: ZOO RECORDS
Date of First Appearance: Mar 31 2011
Entrant Company: LEO BURNETT, Hong Kong, HONG KONG
Executive Creative Director: Connie Lo (Leo Burnett)
Group Creative Director/Art Director: Brian Ma (Leo Burnett)
Creative Director/Copywriter: Alfred Wong (Leo Burnett)
Creative Director/Copywriter: Wen Louie (Leo Burnett)
Copywriter: Joey Chung (Leo Burnett)
Art Director: Kenny Ip (Leo Burnett)
Art Director: Nicky Sun (Leo Burnett)
Account Manager: Kennie Chung (Leo Burnett)
Project Manager: King Ho (Dothub)
Media placement: Direct Mail - Free Tickets Distribute On The Street - 31 March 2011
Media placement: Online - Facebook / Twitter - 24 March 2011
Media placement: Mobile Video - Mobile Live Broadcast - 31 March 2011

Insights, Strategy & the Idea
There’s no space for alternative music in Hong Kong. No media support, no live venues, no money for rent. That makes things like music festivals all but impossible. As Hong Kong’s most celebrated alternative music store, Zoo Records revealed the hidden sound of indie bands to the public last year. This year, we decided to go even further by bringing them to you…live.

Creative Execution
Finally, we found space for them to perform live, the 6 square inches of your mobile phone.

1 week before the event, Zoo Records and participating bands announced the music fest through Twitter and Facebook. 2 hours before the concert, free tickets became available at renowned chain stores and Facebook. When scanned with a mobile phone, your mobile screen turned into the venue for the world’s first mobile music festival.

8 bands performed over 4 nights, with live online chat and comments for audiences. They could buy albums directly from their phone, and share them across social media.

Results and Effectiveness
More than 10,000 attended the festival each night, and countless more got involved as concert clips were shared on Facebook, Twitter, YouTube and personal blogs. Zoo Records sold out 80% of the albums for those 8 performing bands. But most importantly, alternative music came alive at tens of thousands of venues all over Hong Kong.