1. THE MUSIC AGENCY
MIDEM MARKETING COMPETITION 2015
Best use or integration of music
« LET THE MUSIC BRAND »
Campaign for BY MUSIC
audiobranding agency
Paris, France
March 3rd, 2015
2. The big idea
For By Music's 10th anniversary,
the Parisian audiobranding agency launches
its first participatory advertising competition
called « Let The Music Brand ».
A short description of the campaign
Note: The whole project / campaign, originally in French, has been translated into English.
3. The big idea
In July 2014, clients, students, Facebook fans
and Twitter followers were asked
to distort notorious pop songs lyrics
of their choice by integrating the word
« brand » (or « branding ») in a smart
and comprehensive way.
A short description of the campaign
4. « Let The Music Brand »
Launched July 2014
To illustrate this concept,
the first 4 adverts were produced by the agency:
9. « Let The Music Brand »
Launched July 2014
Then, we introduced the competition to our
Facebook, LinkedIn and Twitter audience
and asked them to use their creativity to
expand upon that idea.
The finalists were offered tickets for
upcoming live shows in Paris :
London Grammar, Gesaffelstein
and the « Les Inrocks » Festival.
The winner was offered a Fender®
Stratocaster® guitar and a photoshoot on
the roof of the legendary « Grand Rex »,
where By Music owns an office.
The 1st promoted Facebook post on July
1st reached 25,000+ people.
10. « Let The Music Brand »
Launched July 2014
Many specialised and renowned
publications, such as INfluencia,
Stratégies, CB News and blogs,
relayed information.
We also made an announcement to
our 7,000 newsletter subscribers,
followed by a dedicated press
release.
INfluencia magazine Facebook
post reached 53,000 fans.
11. « Let The Music Brand »
Launched July 2014
« Your turn to find a pop song you love and turn it
into an advertising campaign that could then ring a
bell to the largest audience. »
More than 300 people played the game.
Many good ideas, but our team had to select
only 4 of them…
17. Photoshoot @Le Grand Rex, Paris
Thomas Sanson, Winner of the competition
Author of « Don’t Stop Til You Brand Enough »
18. Results and objectives
The main objective was to show, by demonstrating how important music
is to help memorize messages, the impact of audiobranding on each
and every consumer.
Because the use of sound and music in communications is often
neglected, we wanted to demystify our business and prove brands that
consumers are actually very sensitive to music.
19. Results and objectives
Regarding the agency itself, this ad campaign had several purposes:
- To boost interactivity and connection with clients and media
- To gain and engage our fans and followers
- To be recognized as a friendly and innovative company
- To raise brand awareness among the market
- By Music had press articles in renowned publications, such as
INfluencia, Stratégies, CB News and many blogs.
- Between September 2014 and January 2015,
By Music has gained 6 new clients and turnover has grown by 30%+
This is not simply to due to this campaign, but might have helped a lot.
20. Key messages
Almost everyone loves music and is sensitive to
pop music. This universal langage provides deep
emotions and is a strong passion point.
Companies should not overlook music appeal
because it helps capture attentions and plays a
key role in brands perception.
21. Thank you.
Phone +331 40 07 54 14
e-mail bymusic@bymusic.fr
Web http://www.bymusic.fr
Main Office
5 boulevard Poissonnière 75002 Paris, France
Métro Bonne Nouvelle
Headquarters
30 rue Saint Augustin 75002 Paris, France
Métro Opera, Pyramides ou Quatre Septembre
THE MUSIC AGENCY
