注意

文件暂时无法下载,请稍候再试!

注意

当前文件大小MB,你的下载剩余量(MB)已不足。

月下载量(150MB)将在每月第一天上午8:01分更新。

下载作品须先扫描二维码
并关注官方微信

注意

考虑到带宽成本,WELOVEAD提供的是有限量免费下载。

请在下载前,注意以下数据:

下载前余量 MB
文件大小 MB
下载后余量 MB

注意

由于当前服务器繁忙,请耐心等待秒。之后你就可以再次下载文件。

EXTRA Support Acts

EXTRA Support Acts | 箭牌 | Wrigley's | 天联 | BBDO
下载原始文件 下载原始文件 JPG | 3506x2479px
基本信息
行业: 食品
媒体:影视
风格: Minimalism
说明cnen
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
制作信息
品牌:
广告公司:
设计:
制作公司:
奖项
戛纳国际创意节 2019
入围 娱乐
Excellence in Brand Integration & Sponsorships / Partnerships for Branded Content
戛纳国际创意节 2019
入围 音乐娱乐
Fan Engagement / Community Building
最新更新
加载中...
赞助商