midem 2012 Marketing Campaign Competition Finalists

 Marketing Campaign Competition 2012 Finalists
Presentation on Saturday, January 28th – 15:00-17:00 (Ideas Hothouse, Level 01)
AIRTEL ONE8 - The Birth of a Music Revolution by ROCKSTAR4000 (South Africa) for
Airtel
8 African superstars unite with one global
megastar to form AIRTEL ONE8 – the all star
group taking the best in contemporary music
from Africa to the global stage, connect
millions of fans through the global language
of music & a very diverse continent
emotionally to the Airtel brand through
music! It was named ‘best bets for 2011’ by
Billboard international. This Billboard list is an
annual forecast of upcoming artists that are
destined for global success, the list includes
Grammy Award-winner Taylor Swift & past
lists included U2, Drake & Keri Hilson. It has
more than 20 million views on Airtel live to
date. International R&B superstar R. Kelly,
Nigeria’s 2Face, Uganda’s Navio, Zambia's JK, Tanzania’s Alikiba, Ghana’s 4x4, Gabon’s
Movaizhaleine, Fally Ipupa from DRC & Kenya’s Amani joined to form the supergroup Airtel One8.
This campaign is conceived by Airtel & the first major Pan-African 360 music company
ROCKSTAR4000, a division of Sony Music Entertainment who also manages & produces the group.
The 1st single “Hands across the World” is written & produced by R. Kelly in close collaboration with
the superstars across Africa adding their own sounds.
http://vimeo.com/rockstar4000/airtelone8
Carte Musique by Euro RSCG C&O (France) and The Hours (France) for The French
Ministry of Culture & Communication
The Carte Musique was introduced by the
French government, in order to make 12-25
year-olds aware of legal online music
consumption. The problem that we had to
solve was how do we make 12-25 year-olds,
who usually consume unlimited quantities of
music for free, like and buy the ministry's
“Carte Musique”, with a view to encouraging
legal music downloading? Our strategy is to
transform not only young people's perception
but also their use of the product from an
institutional product designed to encourage
legal downloading into a product designed to
make users like and discover music The
campaign is an immersive and participatory
experience for our target audience including
events, social networks, content : a new card design, a new website, a live experience, the
participation of the hottest artists of the moment, street marketing, web content, PR and social
media.
http://www.youtube.com/watch?v=BOHSRJt7kAw&feature=g-upl
Converse Rubber Tracks by Cornerstone (USA) for Converse
Converse Rubber Tracks is a state-of-the-art
recording studio that is located in the
Williamsburg neighborhood in Brooklyn, NY.
The 5,200 square-foot, full-service recording
space aims to support emerging artists and
serve as a catalyst for creativity by providing
them access to a top-level recording studio at
no cost. Artists and bands of all genres and
ages from around the world are encouraged
to apply and, upon acceptance, may reserve
time in the studio to work alongside a team
of experienced engineers. Fully equipped
with the best instruments and equipment,
artists will spend time creating their work and
in the end retain all the rights to their music.
Through Converse Rubber Tracks, Converse
is giving back to the creative community that has embraced the brand throughout its over 100 year
history. Converse Rubber Tracks provides a platform for artists to unleash their creative spirit that
will change the world.
http://www.youtube.com/watch?v=5aE6AGm8hDA
HTC Chacha Show by Newcast-Vivaki (France) for HTC
HTC was to launch a new phone custom
tailored for Facebook. To our core target
(15-24 yo.), digital and especially live content
is today much more captivating than any
prime time mass media content. The main
passion gathering them is music. We
produced the first Live Talk Show on
Facebook in France, hosted by Ariane
Brodier, a famous TV announcer and
Soprano, one of the most popular hip hop
singer for our target: a 30 minutes weekly
show (6 episodes). There were exclusive
contents (concerts..) , a chat room enabling
the fans to talk with the celebrities and
incredible guest stars such as Lili Wood and
the pricks, Mélissa N'Konda, Synik... This was
the first time a signer was involved in tv hosting, getting the program, and thus the brand, to
beneficiate from his huge social networks! We noted a 70% increase in the number of Facebook
Fans and over 2.2 million videos were viewed.
http://www.youtube.com/watch?v=INH2H8csDek
Mein Tweet als Lied. Mit Vodafone by TLGG (Germany) for Vodafone
The campaign was designed to establish
Vodafone’s certified status as the “best
mobile network in Germany” among the
Generation Upload. In accordance with
Vodafone’s claim “Power to you”, this
campaign honored the creative power and
social presence of this demographic. For
eleven hours on March 30, 2011 German
band BAKKUSHAN set status updates to
music. Everyone could participate by sending
tweets hashtagged “#tweetlied” or Facebook
comments. Within five minutes, respectively,
BAKKUSHAN turned status banalities, twitter
poetry, functional messages into short, catchy
songs, highlighting the truly beautiful and
catchy aspects of modern micro messaging.
The campaign showcased the trivial. Tying different social media platforms together, it appreciated
the work of their users, empowering them and putting them into the limelight. At the same time, the
campaign gave a perfect example of how quickly creative works can be created, produced and
broadcast, given the right technology and infrastructure.
http://www.youtube.com/watch?v=z2PTpiRw0Kk
Plan B- Ballantine's by Optimedia (Spain) for Ballantine’s
Acclaimed music producer Carlos Jean, has a
dream: creating music online in an innovative
and democratic way. Ballantine’s works on
reinforcing its association to music. They want
a fresh approach to its Plan B campaign’s
values: attitude, creativity. The brand and the
producer become partners: Carlos Jean &
Ballantine´s Plan B. This is how it works:
Carlos Jean creates a musical base and makes
it available through www.elplanb.tv .
Musicians generate their contributions and
upload them back. The producer selects the
best ones and mixes the final songs. Huge
media attention and a weekly section on the
leading Prime Time TV show El Hormiguero
drive the project´s explosion: Ballantine´s Plan
B has already released five songs (two of them hitting the nº 1 spot both in iTunes and FM Radio).
Several new artists have emerged. Over 200.000 people follow the project trough social media.
Accumulated video views exceed 20 millions.
http://youtu.be/1rr14o2cHzM
The Spa Therapy Album by Pitch & Sync (UK) for Radox Spa
P&S worked in collaboration with WCRS&Co
and Mischief PR to launch the new range of
Radox Spa products. Tasked with bringing a
spa-like calm into people’s everyday lives we
approached the eminent chillout label Just
Music to produce a credible album of spa
music. Working with five of their leading
ambient artists, they each produced a
bespoke composition to make up The Spa
Therapy Album. The lead brand track
‘Weightless’ by Marconi Union was produced
via consultation with a qualified sound
therapist and then empirically tested to prove
its relaxing qualities. Mindlab recorded
subject’s subconscious physical responses
and proved its effects were more relaxing
than having a massage or listening to Adele, Moby or Mozart. The response has been remarkable
with both music media heralding the quality of the music and the national papers remarking on its
transcendent effects, even warning drivers not to listen to it in the car.
http://www.youtube.com/watch?v=L1TEpby279g
The Station Sessions Summer Festival by The Syllabus Agency (UK) for High Speed 1
The Station Sessions Summer Festival was a
free, six-week music festival held at London’s
iconic
railway
station,
St.
Pancras
International, featuring over 100 of the UK’s
leading emerging and independent artists,
bands and musicians. The festival, in
partnership with the charity Prince’s Trust
Music, comprised of one headline stage and
three fringe stages, and showcased a diverse
range of musical styles and genres.
Performances were held daily throughout the
six-week period, giving artists a unique and
powerful platform to over 3.5 million visitors
using the station throughout the period.
Performance highlights included Guillemots,
Nerina Pallot, Kids In Glass Houses, Vintage Trouble, Juan Zelada, Bastille, Natalie Williams and the
Soul Family and Youth Music Voices.
http://vimeo.com/31488349
The Vaccines 'Wetsuit' Instagram Video by Anomaly (UK) for Sony Music & The
Vaccines
Sony Music came to Anomaly to ask what The
Vaccines could do to launch their 6th single
from the album 'What did you expect from
The Vaccines?' - a song called 'Wetsuit. They
were particularly keen to give back to the
fans, after a long summer of music. Anomaly's
solution was to create the world's first
Instagram crowdsourced music video - turning
fans into talent, producers, and media
channels; celebrating that epic summer. All
fans needed to do to submit an entry for the
video was tag a photo at a festival with
#vaccinesvideo on Instagram, and the best
were gathered and edited to tell the story of a
festival day. This approach allowed for two
launches, the idea and the final video, and brought The Vaccines to new audiences, across more
than 40 countries, and brought a whole lot of joy to their loyal fans - and 1m views on VEVO.
http://vimeo.com/31244694
UNSTAGED from American Express by Digitas (USA) and Momentum (USA) for
American Express
Can the intense, shared emotion of a live
concert now be experienced and scaled for
millions of music fans online? That’s the
question that inspired UNSTAGED from
American Express, a revolutionary interactive
music experience that doesn’t just blur the
line between at-home and at-concert viewing.
It also takes live music to a new level of
audience participation. UNSTAGED mixes
and mashes acclaimed music artists,
legendary directors, 1080 HD live streaming,
and an unprecedented level of digital access
and direct connectivity with the artists
onstage, back stage, during the show, before
the show, and long after. All actively
demonstrating the Amex brand promise of unique access.
http://www.youtube.com/watch?v=c9_rneKc2Gk
Discover the winner of the competition on
Monday, January 30th at 15:50 (Auditorium Debussy, Level 1)