Record Collection: SAT-JF14, 1

Credits & Description:

Type of entry: PR: Digital & Social
Category: Use of digital Platforms
Advertiser: RECORD COLLECTION
Product/Service: MUSIC ALBUM - JOHN FRUSCIANTE
Agency: LODUCCA São Paulo, BRAZIL

Client: RECORD COLLECTION
Product: MUSIC ALBUM - JOHN FRUSCIANTE
Entrant: LODUCCA São Paulo, BRAZIL
Type of Entry: PR: Digital & Social
Category: Use of digital Platforms
Entrant Company : LODUCCA São Paulo, BRAZIL
Advertising Agency : LODUCCA São Paulo, BRAZIL
Advertising Agency 2 : BIG HASSLE MEDIA Los Angeles, USA

Chief Creative Director: Guga Ketzer (Loducca)
Creative Director: Cassio Moron (Loducca)
Creative Director: Fabio Saboya (Loducca)
Creative Director: Sergio Mugnaini (Loducca)
Copywriter: Luiza Valdetaro (Loducca)
Copywriter: Raphael Franzini (Loducca)
Art Director: Nelson Costa (Loducca)
Technology Director: Andre Michels (Loducca)
Satellite Company: Interorbital Systems (Interorbital Systems)
Tech/Mobile Production Company: Fernando Aquino (Adjetiva)
Tech/Mobile Production Company: Estevão Lucas (Adjetiva)
Programmer: Paulo Almeida (Loducca)
Programmer: Thiago Da Mata (Adjetiva)
Programmer: Andre Marques (Adjetiva)
Client And Film Producer: Jordan Tappis (Record Collection)
Film Producer: Julian Chavez (Record Collection)
Publicist: Ken Weinstein (Big Hassle Media)

Describe the campaign/entry:
To launch John Frusciante’s new album in a way that would get fans and music sites/magazines attention, we decided to take a literal approach and actually launch it into space. We loaded the new album into a satellite, launched it into space and anyone could use a mobile app to track the satellite. Once it hovered over your region, you could use the app to connect with the satellite, listen to the music for free and pre-order the album one week before the official launch on April 8.

Describe the brief from the client:
With the traditional music industry floundering, some actions have embraced the rapidly changing musical landscape more than others. The goal was to make fans and music sites/magazines talk about and pre-order John Frusciante’s new album.

Results:
The album’s launch was featured in all major music sites/magazines like Rolling Stones, Billboard, The Verge and also technology sites like Gizmodo. The website, where people got to learn more about the launch and find the link to download the app, received over 500 simultaneous visits on it’s peak. During this one week, the app had over 30,000 downloads and 200 reviews with an average of 4.5 out of 5 stars. It also came with a chat service that allowed those who had downloaded the release to communicate with each other and approximately 25,000 messages were exchanged.

Execution:
On March 29, Frusciante loaded his latest album, Enclosure, onto the Sat-JF14 experimental cube satellite and launched it into space from the remote Mojave Desert aboard an inter-orbital Neptune rocket. Sat-JF14 remained in orbit and anybody who had downloaded Frusciante's free Android or iOS app was able to listen to his music for free one week before the album’s official launch.

The Situation:
Record Collection is an independent Los Angeles, California-based creative music studio. Nowadays, even large music labels have to launch their artists with a quirky viral campaign or music video to get the media’s attention. In this scenario, Enclosure’s launch represents a new way to get media coverage and a new chapter in the cosmic relationship between science and art.

The Strategy:
We created a video of the album/satellite’s launch and put it on John Frusciante’s official website and Facebook FanPage. From there the news was spread first among fans and then, to the music sites/magazines.