The Brief

The target audiences of this project are the internet users who will download songs. We want to reach them through the internet, so we advertise through emails and website.

Creative Execution

We sent out mass email to lead music lover to a mini website we created. In the website, an album cover could be seen with the artist on it, which enticed people to illegally download free albums. As soon as you click on the download button, the cursor turns into a gun and instantly kills the musician. Then our warning message appears telling you that when you download music illegally, you are killing the artist’s life and music industry – just like a murderer.

Describe the creative solution to the brief/objective.

Downloading music illegally affects music artists worldwide. It has also caused CD sales to decrease rapidly. Therefore, our aim was to come up with an online campaign to stop illegal downloading.

Results

This campaign created a huge noise on the internet, which spread through different forums, facebook, personal blogs and the media. A huge number of people promised not to download illegally again in a facebook group. The application soon became a hot topic in some popular forums and over 1,000 people replied with comments. The Youtube click rate reached over a thousand and still counting. The applications also made it onto the covers of several media. We wanted illegal downloaders to rethink about the issues of illegal downloading… and that’s what we achieved.