Let the music brand campaign
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The Parisian audiobranding agency By Music launched its "Let The Music Brand" campaign for its 10th anniversary. The campaign asked the public to integrate the word "brand" into pop song lyrics to advertise for the agency. Over 300 people participated by submitting lyrics they had changed. The top 4 submissions were selected, and the winner received a guitar and photoshoot for their submission of changed lyrics to "Don't Stop Til You Brand Enough". The campaign was successful in boosting the agency's profile and gaining 6 new clients.
Let the music brand campaign
- 1. THE MUSIC AGENCY MIDEM MARKETING COMPETITION 2015 Best use or integration of music « LET THE MUSIC BRAND » Campaign for BY MUSIC audiobranding agency Paris, France March 3rd, 2015
- 2. The big idea For By Music's 10th anniversary, the Parisian audiobranding agency launches its first participatory advertising competition called « Let The Music Brand ». A short description of the campaign Note: The whole project / campaign, originally in French, has been translated into English.
- 3. The big idea In July 2014, clients, students, Facebook fans and Twitter followers were asked to distort notorious pop songs lyrics of their choice by integrating the word « brand » (or « branding ») in a smart and comprehensive way. A short description of the campaign
- 4. « Let The Music Brand » Launched July 2014 To illustrate this concept, the first 4 adverts were produced by the agency:
- 5. Your customers are music lovers. Can you handle it?
- 6. Your customers are music lovers. Can you handle it?
- 7. Your customers are music lovers. Can you handle it?
- 8. Your customers are music lovers. Can you handle it?
- 9. « Let The Music Brand » Launched July 2014 Then, we introduced the competition to our Facebook, LinkedIn and Twitter audience and asked them to use their creativity to expand upon that idea. The finalists were offered tickets for upcoming live shows in Paris : London Grammar, Gesaffelstein and the « Les Inrocks » Festival. The winner was offered a Fender® Stratocaster® guitar and a photoshoot on the roof of the legendary « Grand Rex », where By Music owns an office. The 1st promoted Facebook post on July 1st reached 25,000+ people.
- 10. « Let The Music Brand » Launched July 2014 Many specialised and renowned publications, such as INfluencia, Stratégies, CB News and blogs, relayed information. We also made an announcement to our 7,000 newsletter subscribers, followed by a dedicated press release. INfluencia magazine Facebook post reached 53,000 fans.
- 11. « Let The Music Brand » Launched July 2014 « Your turn to find a pop song you love and turn it into an advertising campaign that could then ring a bell to the largest audience. » More than 300 people played the game. Many good ideas, but our team had to select only 4 of them…
- 12. Your customers are music lovers. Can you handle it?
- 13. Your customers are music lovers. Can you handle it?
- 14. Your customers are music lovers. Can you handle it?
- 15. « Let The Music Brand » Launched July 2014 And we finally had a crush on this particular one:
- 16. Your customers are music lovers. Can you handle it?
- 17. Photoshoot @Le Grand Rex, Paris Thomas Sanson, Winner of the competition Author of « Don’t Stop Til You Brand Enough »
- 18. Results and objectives The main objective was to show, by demonstrating how important music is to help memorize messages, the impact of audiobranding on each and every consumer. Because the use of sound and music in communications is often neglected, we wanted to demystify our business and prove brands that consumers are actually very sensitive to music.
- 19. Results and objectives Regarding the agency itself, this ad campaign had several purposes: - To boost interactivity and connection with clients and media - To gain and engage our fans and followers - To be recognized as a friendly and innovative company - To raise brand awareness among the market - By Music had press articles in renowned publications, such as INfluencia, Stratégies, CB News and many blogs. - Between September 2014 and January 2015, By Music has gained 6 new clients and turnover has grown by 30%+ This is not simply to due to this campaign, but might have helped a lot.
- 20. Key messages Almost everyone loves music and is sensitive to pop music. This universal langage provides deep emotions and is a strong passion point. Companies should not overlook music appeal because it helps capture attentions and plays a key role in brands perception.
- 21. Thank you. Phone +331 40 07 54 14 e-mail [email protected] Web http://www.bymusic.fr Main Office 5 boulevard Poissonnière 75002 Paris, France Métro Bonne Nouvelle Headquarters 30 rue Saint Augustin 75002 Paris, France Métro Opera, Pyramides ou Quatre Septembre THE MUSIC AGENCY