Category :

Direct Lotus

Sub Category :

Mobile Marketing

Title :

Hidden Sound Campaign

Brand :

Alternative Music Shop

Advertiser :

Zoo Records

Advertising Agency :

Leo Burnett Hong Kong

Executive Creative Director :

Connie Lo

Creative Director :

Brian Ma, Alfred Wong

Copywriter :

Alfred Wong, Wen Louie, Joey Chung, Cyrus Ho

Art Director :

Brian Ma, Kenny Ip, Leo Yeung

The Objective :

In Hong Kong, there's only 'entertainment'. There is no music industry. 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.

The Strategy :

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.

The Concept :

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.

The Results :

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.

Company Entering :

Leo Burnett Limited

City :

Hong Kong