MUSIC MEISTER by These Days Y&R Antwerpen for Nokia

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MUSIC MEISTER

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Industry Mobile phones, devices & accessories
Media Promo & PR
Market Belgium
Agency These Days Y&R Antwerpen
Director Martijn Van Hees
Creative Director Samuel De Volder
Art Director Gerdien Stevense, Tim Voors
Copywriter Huib Maaskant, Joeri Quinet
Designer Reginald Van De Velde
Producer Bruno Dejonghe
Released October 2009

Credits & Description

Category: Best Use of Internet/Online Advertising in a Promotional Campaign
Advertiser: NOKIA
Product/Service: MOBILE PHONES
Agency: THESE DAYS
Date of First Appearance: Nov 1 2009 12:00AM
Entrant Company: THESE DAYS, Antwerp, BELGIUM
Entry URL: http://www.thesedays.com/awards/nokiamusicmeister/
Creative Director: Samuel de Volder (These Days)
Copywriter: Joeri Quinet (These Days)
Art Director: Gerdien Stevense (These Days)
Copywriter: Huib Maaskant (These Days)
Art Director: Tim Voors (These Days)
Designer: Reginald van de Velde (These Days)
Multimedia Developer: Stijn van Minnebruggen (These Days)
Multimedia Developer: Pieter Helsen (These Days)
Motion Design: Frederik Severijns (These Days)
Account Manager: Lina Soccio (These Days)
Project Manager: Myriam Maes (These Days)
Account Director: Erwin Jansen (These Days)
On-Line Sales Manager: Patricia Demoustiez (Nokia)
Marketing Activation Manager: Gina Verhasselt (Nokia)
Director: Martijn van Hees (Met Wie)
Producer: Bruno Dejonghe (Bruno Dejonghe)
Media placement: Website - Hyves.nl - 1/11/2009

Describe the objective of the promotion.
Nokia launched Comes With Music in the Netherlands (= buy a Nokia phone & download free music for a year from the Nokia Music Store). But a lot of consumers doubt the quality of the music because they don’t know the Nokia Music Store. For the offer to work, obviously it is imperative customers know they will get the same music as in e.g. iTunes: good popular everyday charts music, classic tracks and so on. So next to the big launch campaign, we needed an asset that could help to take away this prerogative.

Describe how the promotion developed from concept to implementation
To explain in a fun way the store offers charts music, classic tracks... the Music Meister was launched as a branded entertainment application on Hyves.nl (=Dutch alternative to Facebook). Two kids hop around the city and they meet up with a scratcher, a singing granny in the tube, a hardcore band... all singing, playing, scratching tracks. You need to guess what Music Store tracks the two guys hear as quickly as possible. Then you can challenge a connected friend and decide who is the Music Meister. The players could also win a phone.

Describe the success of the promotion with both client and consumer including some quantifiable results
The average time consumers spent with the Nokia Music Meister was over 13 minutes! For a branded entertainment case we thought this was a really incredible outcome. Client was very happy with results in such a way we are looking into repeating the action in other countries.

Explain why the method of promotion was most relevant to the product or service
The Music Meister ran on Hyves, where we could extremely target our audience (youngsters: 16-24), without hardly any waste. Knowing the Nokia Music Store is a digital platform and the age of the target group, both the choice for the internet as the channel and the choice for a local social network were more than appropriate. We did not want to force our message to the audience, but rather let them discover themselves by entertaining them. The players discovered the quality of the track while playing. The battle set-up also took care of reaching a bigger audience.