BEAT CLIPS by Doubleyou for Vodafone

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BEAT CLIPS

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Industry Mobile Communications
Media Promo & PR
Market Spain
Agency Doubleyou
Executive Creative Director Ramón Castillo
Creative Director Xavi Caparrós
Art Director Ilaria Totaro, Álex Marull
Copywriter Jesús Revuelta
Designer Lorena Teruel
Released June 2009

Credits & Description

Category: Best Use of Internet/Online Advertising in a Promotional Campaign
Advertiser: VODAFONE SPAIN
Product/Service: TELECOMS
Agency: DOUBLEYOU
Date of First Appearance: Jun 15 2009 12:00AM
Entrant Company: DOUBLEYOU, Barcelona, SPAIN
Entry URL: http://festivals.doubleyou.com/2010/vodafone_beatclips/cannes.html
Executive Creative Director: Ramón Castillo (DoubleYou)
Creative Director: Xavi Caparrós (DoubleYou)
Copywriter: Jesús Revuelta (DoubleYou)
Client Services Director: Anna Escorial (DoubleYou)
Account Director: Tania Cavada (DoubleYou)
Account Executive: Jose Luis Mairal (DoubleYou)
Art Director: Ilaria Totaro (DoubleYou)
Art Director: Àlex Marull (DoubleYou)
Designer: Lorena Teruel (DoubleYou)
Multimedia Designer: Toni Domínguez (DoubleYou)
Production Director: Bea Martin (DoubleYou)
Project Manager: Sandra Bueno (DoubleYou)
Technical Director: Javier Urbaneja (DoubleYou)
Server-Side Programmer: Isabel Losada (DoubleYou)
Interactive Director: Héctor Sánchez-Pajares (DoubleYou)
Client-Side Programmer: Minoru Katogi (DoubleYou)
Client-Side Programmer: Diana Hervás (DoubleYou)
Client-Side Programmer: Paola R. Salillas (DoubleYou)
Agency Producer: Eugenia Esquerdo (DoubleYou)
Media placement: Website - Internet - 15 June 2009
Media placement: Blog - Internet - 15 June 2009
Media placement: Banner Campaign 1 - YouTube, Spotify, MSN, MySpace, Music Websites, Vodafone Channels, Music Festiva - 15 June 2009
Media placement: Emailing - Vodafone Spain Database - 22 June 2009
Media placement: Activation Events - 5 Spain's Main Music Festivals - 29 June 2009
Media placement: VideoClip #01 - YouTube, Spotify, Vodafone Mobile Platforms, Music Blogs - 15 August 2009
Media placement: Banner Campaign 2 - YouTube, Spotify, MSN, MySpace, Music Websites, Vodafone Channels, Music Festiva - 15 August 2009
Media placement: VideoClip #02 - YouTube, Spotify, Vodafone Mobile Platforms, Music Blogs - 15 October 2009
Media placement: Banner Campaign 3 - YouTube, Spotify, MSN, MySpace, Music Websites, Vodafone Channels, Music Festiva - 15 October 2009
Media placement: VideoClip #03 - YouTube, Spotify, Vodafone Mobile Platforms, Music Blogs - 15 December 2009

Describe the objective of the promotion.
Vodafone has been working for years to develop the link between its brand and music by sponsoring various festivals. But it’s not the only brand trying to do this. In fact, every brand that wants to build a closer relationship with young people tries desperately to conquer the world of music. What could we do to communicate the vodafone = music connection? Music belongs to whoever creates it and enjoys it, particularly since the dawn of the digital revolution, which has allowed this to happen by means of social networks. Why not also change our way of supporting it?

Describe how the promotion developed from concept to implementation
The idea involved allowing internet users to also create and become fans of a real music product – a series of collaborative video clips dubbed ‘beatclips’, which would be created by users, edited by the Israeli artist kutiman and produced and disseminated by Vodafone. The brand used a promotion including an incentive that was irresistible to music lovers (hundreds of all-inclusive tickets for five top music festivals: sonar, fib, bilbao-bbk, MTV-day and jazz-vitoria) and 2.0 tools to compile small video fragments showing users playing different instruments. The Israeli artist kutiman arranged this material to compose original songs, by remixing these fragments.

Describe the success of the promotion with both client and consumer including some quantifiable results
With more than 1,000 videos created by users, the project gave music fans the chance to be part of the music product themselves, as both creators and fans. The visibility of the beatclips at leading music festivals reached 85% among the 450,000 people festival-goers. The project and the resulting video clips were shown in the media and live on online as content on music channels such as YouTube, spotify, myspace, and mobile platforms. Beatclips went on to form part of the short piece by kutiman, a well-known innovative musician. Kutiman's work has already appeared in some of the world’s leading media.

Explain why the method of promotion was most relevant to the product or service
The brand enjoyed constant presence in the music media during the whole creation process and with the launch of each of the video clips, allowing thousands of fans to experience music in a different way. These musical contents can be seen on YouTube and spotify, and also be experienced on television, radio or downloaded to a mobile telephone or bought through an online store, just like any other song on the market.