Category: Titanium and Integrated
Advertiser: KAIZERS ORCHESTRA
Product/Service: ORCHESTRA
Agency: HAALAND EIDSVAAG & STROEM
Date of First Appearance: Oct 1 2010
Entry URL: http://stumtjener.no/kaizers/en
Creative: Jens-Petter Aarhus (Anorak)
Creative: Simen Idsøe Eidsvåg (Haaland, Eidsvaag & Stroem)
Creative: Eirik Johansen (Anorak)
Creative: Anders Gudmundstuen (Anorak)
Creative: Jens Jørgen Krogsveen (Anorak)
Creative: Ingar Haug Steinholt (Anorak)
Creative: Jens Bjørklund (Anorak)
Media Planner: Tone Helene Angsund (Starcom Norway)
Strategy Consultant: Peder Mittet (Starcom Norway)
Band: Kaizers Orchestra (Petroleum Records)
Production: NRK P3 (NRK)
Media placement: Internet - Spotify, Google - 1 October 2010
Media placement: Posters - Oslo, Trondheim, Bergen etc - 1 October 2010
Media placement: DM - Fax Machines And Mail - 1 October 2010
Media placement: Radio - NRK P3 - 1 October 2010
Media placement: Social Media - Seeding and handling - 1 October 2010
Describe the campaign/entry
Nobody´s buying albums. It is hard to promote a song without having everybody rushing to download it for free. Kaizers Orchestra, one of Norway's top artists, was getting ready to release a new single. But this time, they made sure nobody could steal it. When we were asked to promote Kaizers Orchestras new album through their single "Hjerteknuser" - we decided to just release the note sheets. We challenged their fans to do a cover of a song that didn't exist.
Describe how the campaign/entry was launched across each channel in the order of implementation
The only one way to hear the new Kaizers Orchestra single would be to play it yourself. On posters, through torrent sites, and via music and fan forums we released the sheet music first, one month before the song’s release. We collaborated with the largest music schools in Norway, where we faxed the note sheet to be copied and distributed among students. We engaged national radio broadcaster NRK’s youth channel, P3, and encouraged people to upload their versions to P3´s popular website.
Soon, fans started posting their covers of "Hjerteknuser", ranging across all different genres. The word spread, and Kaizers Orchestra and their challenge soon became the hot topic of bloggers, Twitterers, fans, the press and national TV.
Give some idea of how successful this campaign/entry was with both client and consumer
Instantly, the original and the three best cover versions all got heavy radio rotation.
During the challenge, Kaizer Orchestra's Facebook fanbase increased by 100%, gathering one of the biggest fanbases in social media for Norwegian artists.
Our media spending of only 800 euros, created more than 500 000 actions in social media and created media coverage worth more than 1 million euros.
As a result, from over 500 000 actions in social media and media coverage worth more than 1 Million Euro.
Kaizers Orchestra´s concert at one of Norway´s largest venues sold out without advertising. (Which is equivalent to a sold out Wembley in England.)
Within 48 hours of the launch, "Hjerteknuser" had reached #2 on the Norwegian iTunes "top 10" chart, making it Kaizers Orchestra's fastest selling single on iTunes ever and has now sold to platinum.
The album "Violeta, Violeta" reached the no.1 spot in the Norwegian charts in the first week of its release.