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额外支持行为
案例简介：为什么这项工作与娱乐狮子音乐相关？ 口香糖过去很酷。2018，口香糖不再被认为是 “酷的”。为了吸引分心的观众的注意力，我们不能打断我们，我们必须娱乐。所以，我们给了我们的观众更多他们想要的东西 -- 音乐 -- 在他们已经在YouTube上的平台上。 背景 任务？通过将音乐空间中的 “闪耀时间” 品牌平台带入生活，让年轻人再次谈论额外。 考虑到这一点，我们想放弃即将到来的艺术家，他们的 “闪光时间” 时刻，为他们创造一个独特的机会，让他们获得曝光并开始音乐事业。 描述创意 额外将澳大利亚最受欢迎的音乐视频之前的 1720万个蹩脚的预滚动广告转化为未签约艺术家的数字支持槽。 如果你在我们的头条新闻中搜索任何曲目，而不是看到一个烦人的广告，你会看到一个由你正在寻找的艺术家介绍的新兴艺术家的表演。 用户参与数据决定了 4 名获胜者，他们继续在咏叹调中比赛 -- 投票很简单 -- 人们观看预演的时间越长，投票就越多。 额外的支持行为-一个全新的舞台为未签名的艺术家。 描述策略 EXTRA是音乐领域的新人，为了我们的活动，我们需要我们的存在来增强年轻人的音乐体验，而不是让它崩溃。 所以我们决定扔掉他们讨厌的东西 -- 广告 -- 用他们喜欢的东西代替 -- 发现新音乐。 传统上，支持巡回乐队是新兴艺术家在新观众和音乐高管面前的最佳方式。 在YouTube上收听和发现音乐的人数比其他任何地方都多 2018，但支持行为的概念尚未在网上复制。 包括领衔艺术家; 5 秒的夏天，鲁本斯，360 和艾莉森仙境。 描述执行 在 8月至 2018年11月期间，EXTRA用新兴艺术家的表演取代了澳大利亚最受欢迎的音乐视频之前的所有预滚动广告 (总共 1720 万)。 每个支持行为都有自己定制的音乐视频，其中包含您正在寻找的艺术家的介绍。这使得我们的支持行为可以通过澳大利亚音乐皇室向数百万观众展示。 世界上第一个对YouTube来说，人们可以根据自己的观看时间投票支持他们最喜欢的表演 -- 人们参与我们的预演表演的时间越长，他们投票的次数就越多。 我们创建了 16 个个人音乐视频和 50 多个支持内容，包括; 独家采访，幕后，艺术家简介，15,000 张街头海报和我们在咏叹调颁奖典礼上表演的获奖者的现场YouTube刊头。 描述结果 市场活动结果: -这项活动让 9% 的澳大利亚年轻人接触到新音乐和额外的品牌 -Youtues有史以来最高的通过率，全球 -平均观看时间是 03:16 分钟-超过跳过点 03:09! -1870万视图 -935,000 小时观看 支持艺术家结果: -Southern River band现在已经签署.并且与牧马人达成了认可协议 -Spotify上的Yomi两次特色艺术家 -Kwasi继续为real支持 360 -Taylor Payne正在与 5 秒的夏季合作 -艾维继续玩瀑布节
额外支持行为
案例简介：Why is this work relevant for Entertainment Lions for Music? Chewing gum used to be cool. In 2018 gum was no longer perceived as ‘cool’. To grab the attention of our distracted audience we couldn’t interrupt we had to entertain. So, we gave our audience more of what they wanted – music – on a platform they were already on – YouTube. Background The task? Get young people talking about EXTRA again by bringing to life the ‘Time to Shine’ brand platform in the music space. With this in mind we wanted to give up and coming artists, their ‘time to shine’ moment by creating a unique opportunity for them to gain exposure and launch a career in music. Describe the creative idea EXTRA transformed 17.2 million crappy pre-roll ads before Australia’s most popular music videos into digital support slots for unsigned artists. If you searched for any track by one of our headliners instead of seeing an annoying ad you’d see a performance from an emerging artist introduced by the artist you were searching for. User engagement data decided 4 winners, who went on to play at the ARIA’s – voting was simple - the longer people watched the pre roll performances the more they voted. EXTRA SUPPORT ACTS – An all new stage for unsigned artists. Describe the strategy EXTRA was a newcomer to the music space, for our campaign to work we needed to our presence to enhance young people’s music experience rather than gate crash it. So we decided to get rid of something they hated – ads – and replace them with something they loved – discovering new music. Traditionally, supporting a big band on tour was the best way for up and coming artists to get in front of new audiences and music execs. In 2018 more people listen to and discover music on YouTube than anywhere else yet the concept of support acts is yet to be replicated online. Headlining artists included; 5 Seconds of Summer, The Rubens, 360 and Alison Wonderland. Describe the execution Between August and November 2018, EXTRA replaced ALL the pre-roll ads (17.2million in total) before Australia’s most popular music videos with performances from emerging artists. Every support act got their own bespoke music video featuring an introduction from the artist you were searching for. This allowed our support acts to go view-for-view with Aussie music royalty exposing them to an audience of literally millions. In a world’s first for YouTube people could vote for their favourite support acts with their view time - the longer people engaged with our pre-roll performances the more they voted. We created 16 individual music videos and 50+ pieces of supporting content including; exclusive interviews, behind the scenes, artist profiles, 15,000 street posters and a live YouTube masthead of our winners performing at the ARIA Awards. Describe the outcome Campaign Results: - This campaign exposed 9% of young Australians to new music and the EXTRA brand - YouTubes highest ever view through rate, globally - Average view time was 03:16mins - that’s 03:09 minutes past the skip point! - 18.7 million views - 935,000 hours watched Support Artist Results: - Southern River band are now signed…and have an endorsement deal with Wrangler - Yomi Twice featured artist on Spotify - Kwasi went on to Support 360 for real - Taylor Payne is collaborating with 5 Seconds of Summer - Ivey went on to play Falls Festival
EXTRA Support Acts
案例简介：为什么这项工作与娱乐狮子音乐相关？ 口香糖过去很酷。2018，口香糖不再被认为是 “酷的”。为了吸引分心的观众的注意力，我们不能打断我们，我们必须娱乐。所以，我们给了我们的观众更多他们想要的东西 -- 音乐 -- 在他们已经在YouTube上的平台上。 背景 任务？通过将音乐空间中的 “闪耀时间” 品牌平台带入生活，让年轻人再次谈论额外。 考虑到这一点，我们想放弃即将到来的艺术家，他们的 “闪光时间” 时刻，为他们创造一个独特的机会，让他们获得曝光并开始音乐事业。 描述创意 额外将澳大利亚最受欢迎的音乐视频之前的 1720万个蹩脚的预滚动广告转化为未签约艺术家的数字支持槽。 如果你在我们的头条新闻中搜索任何曲目，而不是看到一个烦人的广告，你会看到一个由你正在寻找的艺术家介绍的新兴艺术家的表演。 用户参与数据决定了 4 名获胜者，他们继续在咏叹调中比赛 -- 投票很简单 -- 人们观看预演的时间越长，投票就越多。 额外的支持行为-一个全新的舞台为未签名的艺术家。 描述策略 EXTRA是音乐领域的新人，为了我们的活动，我们需要我们的存在来增强年轻人的音乐体验，而不是让它崩溃。 所以我们决定扔掉他们讨厌的东西 -- 广告 -- 用他们喜欢的东西代替 -- 发现新音乐。 传统上，支持巡回乐队是新兴艺术家在新观众和音乐高管面前的最佳方式。 在YouTube上收听和发现音乐的人数比其他任何地方都多 2018，但支持行为的概念尚未在网上复制。 包括领衔艺术家; 5 秒的夏天，鲁本斯，360 和艾莉森仙境。 描述执行 在 8月至 2018年11月期间，EXTRA用新兴艺术家的表演取代了澳大利亚最受欢迎的音乐视频之前的所有预滚动广告 (总共 1720 万)。 每个支持行为都有自己定制的音乐视频，其中包含您正在寻找的艺术家的介绍。这使得我们的支持行为可以通过澳大利亚音乐皇室向数百万观众展示。 世界上第一个对YouTube来说，人们可以根据自己的观看时间投票支持他们最喜欢的表演 -- 人们参与我们的预演表演的时间越长，他们投票的次数就越多。 我们创建了 16 个个人音乐视频和 50 多个支持内容，包括; 独家采访，幕后，艺术家简介，15,000 张街头海报和我们在咏叹调颁奖典礼上表演的获奖者的现场YouTube刊头。 描述结果 市场活动结果: -这项活动让 9% 的澳大利亚年轻人接触到新音乐和额外的品牌 -Youtues有史以来最高的通过率，全球 -平均观看时间是 03:16 分钟-超过跳过点 03:09! -1870万视图 -935,000 小时观看 支持艺术家结果: -Southern River band现在已经签署.并且与牧马人达成了认可协议 -Spotify上的Yomi两次特色艺术家 -Kwasi继续为real支持 360 -Taylor Payne正在与 5 秒的夏季合作 -艾维继续玩瀑布节
EXTRA Support Acts
案例简介：Why is this work relevant for Entertainment Lions for Music? Chewing gum used to be cool. In 2018 gum was no longer perceived as ‘cool’. To grab the attention of our distracted audience we couldn’t interrupt we had to entertain. So, we gave our audience more of what they wanted – music – on a platform they were already on – YouTube. Background The task? Get young people talking about EXTRA again by bringing to life the ‘Time to Shine’ brand platform in the music space. With this in mind we wanted to give up and coming artists, their ‘time to shine’ moment by creating a unique opportunity for them to gain exposure and launch a career in music. Describe the creative idea EXTRA transformed 17.2 million crappy pre-roll ads before Australia’s most popular music videos into digital support slots for unsigned artists. If you searched for any track by one of our headliners instead of seeing an annoying ad you’d see a performance from an emerging artist introduced by the artist you were searching for. User engagement data decided 4 winners, who went on to play at the ARIA’s – voting was simple - the longer people watched the pre roll performances the more they voted. EXTRA SUPPORT ACTS – An all new stage for unsigned artists. Describe the strategy EXTRA was a newcomer to the music space, for our campaign to work we needed to our presence to enhance young people’s music experience rather than gate crash it. So we decided to get rid of something they hated – ads – and replace them with something they loved – discovering new music. Traditionally, supporting a big band on tour was the best way for up and coming artists to get in front of new audiences and music execs. In 2018 more people listen to and discover music on YouTube than anywhere else yet the concept of support acts is yet to be replicated online. Headlining artists included; 5 Seconds of Summer, The Rubens, 360 and Alison Wonderland. Describe the execution Between August and November 2018, EXTRA replaced ALL the pre-roll ads (17.2million in total) before Australia’s most popular music videos with performances from emerging artists. Every support act got their own bespoke music video featuring an introduction from the artist you were searching for. This allowed our support acts to go view-for-view with Aussie music royalty exposing them to an audience of literally millions. In a world’s first for YouTube people could vote for their favourite support acts with their view time - the longer people engaged with our pre-roll performances the more they voted. We created 16 individual music videos and 50+ pieces of supporting content including; exclusive interviews, behind the scenes, artist profiles, 15,000 street posters and a live YouTube masthead of our winners performing at the ARIA Awards. Describe the outcome Campaign Results: - This campaign exposed 9% of young Australians to new music and the EXTRA brand - YouTubes highest ever view through rate, globally - Average view time was 03:16mins - that’s 03:09 minutes past the skip point! - 18.7 million views - 935,000 hours watched Support Artist Results: - Southern River band are now signed…and have an endorsement deal with Wrangler - Yomi Twice featured artist on Spotify - Kwasi went on to Support 360 for real - Taylor Payne is collaborating with 5 Seconds of Summer - Ivey went on to play Falls Festival
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