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隐藏的声音运动
案例简介：简要说明: 电视、广播和其他主要频道由巨大的唱片公司主导。但是在城市的某个地方，独立音乐的声音隐藏着，等待出现。Zoo Records 是一家著名的另类音乐商店，致力于打破主流音乐的垄断，让公众接触到另类声音的世界。 描述客户的简报: 在香港，只有 “娱乐”。没有音乐产业。 描述你是如何到达最终设计的: 我们拍摄了 14 个独立乐队，并将他们的歌曲和个人资料嵌入到 14 个不同的 QR 码中。然后这些被组装成隐藏在城市中的动物形状，并张贴在香港各地。用手机扫描动物二维码的人会得到乐队信息和令人耳目一新的新歌。通过扫描不同的部分，他们可以听不同的歌曲，探索城市中所有隐藏的声音。他们也可以直接从手机上购买任何歌曲，并在 Facebook 和其他社交媒体上分享。 表明市场的结果有多成功: 我们看到无数人在 Youtube 、 Facebook 、 Twitter 和个人博客上分享他们新发现的音乐。但更重要的是，14 个乐队中有一半以上的乐队在第一周就售罄了他们的专辑，帮助更多的人发现了这座城市隐藏的声音。
隐藏的声音运动
案例简介：Brief Explanation: 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. Describe the brief from the client: In Hong Kong, there’s only ‘entertainment’. There is no music industry. Description of how you arrived at the final design: 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. 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. Indication of how successful the outcome was in the market: 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.
Hidden Sound Campaign
案例简介：简要说明: 电视、广播和其他主要频道由巨大的唱片公司主导。但是在城市的某个地方，独立音乐的声音隐藏着，等待出现。Zoo Records 是一家著名的另类音乐商店，致力于打破主流音乐的垄断，让公众接触到另类声音的世界。 描述客户的简报: 在香港，只有 “娱乐”。没有音乐产业。 描述你是如何到达最终设计的: 我们拍摄了 14 个独立乐队，并将他们的歌曲和个人资料嵌入到 14 个不同的 QR 码中。然后这些被组装成隐藏在城市中的动物形状，并张贴在香港各地。用手机扫描动物二维码的人会得到乐队信息和令人耳目一新的新歌。通过扫描不同的部分，他们可以听不同的歌曲，探索城市中所有隐藏的声音。他们也可以直接从手机上购买任何歌曲，并在 Facebook 和其他社交媒体上分享。 表明市场的结果有多成功: 我们看到无数人在 Youtube 、 Facebook 、 Twitter 和个人博客上分享他们新发现的音乐。但更重要的是，14 个乐队中有一半以上的乐队在第一周就售罄了他们的专辑，帮助更多的人发现了这座城市隐藏的声音。
Hidden Sound Campaign
案例简介：Brief Explanation: 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. Describe the brief from the client: In Hong Kong, there’s only ‘entertainment’. There is no music industry. Description of how you arrived at the final design: 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. 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. Indication of how successful the outcome was in the market: 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.
隐藏的声音运动
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Hidden Sound Campaign
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基本信息
- 广告战役： #Zoo Records-设计与品牌-1a49#
- 广告品牌： Zoo Records
- 发布日期： 2000
- 行业领域： 影音娱乐 , 商务服务
- 媒体类别： 活动
- 广告语言： 汉语
- 媒介平台： 网络
- 获得奖项：
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