De Geluiderij: YOU'VE GOT SONGMAIL

Credits & Description:

Advertiser: DE GELUIDERIJ
Agency: FHV BBDO
Category: Permanent Retail
Art Director: Emilio De Haan (FHV BBDO)
Copywriter: Joris Van Elk (FHV BBDO)
Owner: Sander Baas (De Geluiderij)
Owner: Sergio Blankendal (De Geluiderij)
Creative Director: Mark Muller (FHV BBDO)
Creative Director: Martin Cornelissen (FHV BBDO)

Client Brief Or Objective
De Geluiderij is a new music and sound studio in Amsterdam. Opening a music and sound studio is difficult in this crowded market and with agencies mainly working with preferred deals. Therefore we needed to get noticed by the creative industry. But since creatives get a lot of requests every week, they’re very hard to reach. We had to come up with a way for creatives to listen. So we found the one thing creatives are sensitive to: themselves!

Implementation
We created a series of personalized short music tracks. These were tributes entirely dedicated to creative professionals at major agencies for their outstanding contribution to the industry. We found inspiration on their profiles online so we could pick the genre of each creative to complement their character and show the diverse range of music de Geluiderij is capable of.We send them an email with their track and uploaded the entire tracklist on Soundcloud and Facebook.

Execution
With the campaign we wanted creatives to notice the Geluiderij. But their attention is very difficult to earn. That's why we got personal. Very personal. We created a series of personalized short music tracks, in different styles to compliment or match their character.By sending top creatives from the industry their personal tribute we got their attention immediately. The Geluiderij got heard.

Outcome
Soon after sending the email to the first ten creatives, they all started posting their personalized track on social networks. As a result reaching more than 4500 other listeners.The campaign resulted in 7 new leads, a personal invite from all creatives receiving the songmail to get acquainted and 3 new assignments from major agencies worth €30,000.