Honcho Promo HONCHO FINGER by Uncle Grey Norway

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Industry Records & Cinema Production
Media Promo & PR
Market Norway
Agency Uncle Grey Norway
Art Director Anders Asheim, Terje W. Jacobsen
Photographer Rune Bendiksen
Released September 2010

Credits & Description

Category: Publications & Media
Product/Service: BATTLE OF WITS
Date of First Appearance: Sep 15 2010
Creative Director/Copywriter: Frank Nystuen (Uncle Grey Oslo)
Art Director: Anders Asheim (Uncle Grey Oslo)
Art Director: Terje Jacobsen (Uncle Grey Oslo)
Client Manager: Rune Skalstad (Uncle Grey Oslo)
Photographer: Rune Bendiksen (HanRune.no)
Production: Trond Skog (Honcho)
Retoucher: Rolf A. Jensen (Good Morning)
Media placement: Promo - Postal - 15.09.2010

Describe the objective of the promotion.
Give the Norwegian Hard Rock band Honcho attention and press coverage for there new album "Battle of Wits".

Describe how the promotion developed from concept to implementation.
Honcho is the Japanese word for a mafia boss. We decided to use this link and worked out an album cover that combined the devil sign and Japanese Yubitsume ("finger shortening").

For the promo version we acted like the Japanese mafia: we packed “the cut off finger piece” in a box and send it to 100 selected music journalists and bloggers. The finger piece is made of plastic, but looks dangerously real. In the end of the finger is a memory stick with the whole album, and some exclusive goodies that appear when the receiver connects our promo to a PC.

Explain why the method of promotion was most relevant to the product or service.
There are over 8 million bands and artists just on MySpace. All offer free music. In order to sell records and to be radio listed Honcho must be reviewed by the right people in appropriate media. These people are few, they are well known and they receive each month hundreds (if not thousands) of albums. In order to capture their attention we gave them the finger.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The album was covered by all the major Norwegian “rock” medias (P3, Radio Tango, Metal.no, Puls.no, Musikknyheter.no, etc.) and in international rock journals such as Musikinstinkt, The Sleeping Shaman, Planet Fuzz and Sludge Swamp. In Norway the band was playlisted on NRK P3 and Radio Tango, they entered the Norwegian billboard, and the bands Myspace page was visited by more than 40,000 in the first week of release. Battle of Wits was awarded album of the year at musikinstinkt.de, the sodashop and ROCKMAN. This promo has also been used as a prize in a number of publications and are now a collector's item.