Zoo-records: HIDDEN SOUND CAMPAIGN

Credits & Description:

Category: Direct Response Digital: Mobile Marketing
Advertiser: ZOO RECORDS
Product/Service: ALTERNATIVE MUSIC SHOP
Agency: LEO BURNETT
Date of First Appearance: Mar 31 2010 12:00AM
Entrant Company: LEO BURNETT, Hong Kong, HONG KONG
Entry URL: http://media.hk.leoburnett.com/~LB/ZooRecordsHiddenSound.mov
Executive Creative Director: Connie Lo (Leo Burnett Hong Kong)
Group Creative Director / Art Director: Brian Ma (Leo Burnett Hong Kong)
Creative Director / Copywrtier: Alfred Wong (Leo Burnett Hong Kong)
Copywrtier: Wen Louie (Leo Burnett Hong Kong)
Copywrtier: Joey Chung (Leo Burnett Hong Kong)
Copywrtier: Cyrus Ho (Leo Burnett Hong Kong)
Art Director: Kenny Ip (Leo Burnett Hong Kong)
Art Director: Leo Yeung (Leo Burnett Hong Kong)
Account Manager: Matthew Kwan (Leo Burnett Hong Kong)
Retoucher: Tommy Cheung
Advertiser's Supervisor: Yeung So
Media placement: Posters - Various Street Scenes - March 31, 2010
Describe the brief/objective of the direct campaign.
In Hong Kong, there’s only entertainment. There is no music industry. Television, radio, and other major channels are dominated by giant record labels. But somewhere in the city, the sound of independent music is hiding, waiting to emerge. Zoo Records is a celebrated alternative music store dedicated to breaking the monopoly of mainstream music, and exposing the public to the world of alternative sound.
Explain why the creative execution was relevant to the product or service.
People who scanned the QR Codes in the animals with their mobiles were rewarded with band info and refreshing new songs. By scanning different parts, they could listen to different songs, exploring all the hidden sounds of the city.They could also buy any of the songs directly from their mobile, as well as share it on Facebook and other social media.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We took 14 indie bands, and embedded their songs and profiles into 14 different QR Codes. These were then assembled into the shapes of animals that live hidden in the city, and posted all over Hong Kong.
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
We saw countless people sharing their newly discovered music on Youtube, Facebook, Twitter, and personal blogs. But what was even more important was that more than half of the 14 bands sold out their albums within the first week, helping more people uncover the hidden sound of the city.