Advertiser: KAIZERS ORCHESTRA
Agency: ANORAK, HES
Category: Tablets and Other Devices
Advertising campaign: KAIZERVIRUS
Art Director: Eirik Johansen (Anorak)
Creative Director: Jens-Petter Aarhus (Anorak)
Creative Director: Simen Idsøe Eidsvåg (Hes)
Developer: Simen Øian Gjermundsen (Notch)
Graphic Designer: Henning Gjerde (Notch)
Developer: Sveinung Kval Bakken
Developer: Christopher Einarsrud (Notch)
Client Brief Or Objective
Launching and promoting the band Kaizers Orchestras album "Violeta Violeta Vol.3".The strategy was to engage existing fans to reach a bigger and wider audience. Let them become a part of the release. Give them a tool they could use to share their passion for the music and the band.Build expectations and create momentum through exclusive content prior to the release.
Implementation
We designed the album like a virus and released songs one month before releasedate through the iPhone/Android-application, The Kaizervirus.To get access to the new songs, your phone had to be infected.The only way to get infected was by getting close to another person who was already contagious. Making the album move and spread like a real virus.When enough people were infected - the song was then released through Spotify and Itunes.
Outcome
The response was formidable. Making the album into a sales hit without one single radio hit.- The album reached the number 1 position in its first week of release- Most downloaded app in both Appstore (iPhone) and Google Play (Android)- Downloads and streams equivalent to 3x platinum- Sold out venues across the country- Reaching trainstations and airports, the virus spread to over 50 countries
Relevancy
The creative execution was relevant for the band because their music became relevant to an audience they had been unable to reach before. By allowing the fans to decide who should have the songs from the upcoming album and when the songs themselves would be released to media, Spotify and sales, they created strong ambassadors for the band.