MUSIC MOODBOX

Short List
TitleMUSIC MOODBOX
BrandSTARHUB
Product / ServiceONLINE MUSIC STORE
CategoryA04. Direct Response Digital Media
EntrantDDB GROUP SINGAPORE, SINGAPORE
Entrant Company:DDB GROUP SINGAPORE, SINGAPORE
DM/Advertising Agency:DDB GROUP SINGAPORE, SINGAPORE

Credits

Name Company Position
NEIL JOHNSON DDB SINGAPORE CHIEF CREATIVE OFFICER
JOJI JACOB DDB SINGAPORE EXECUTIVE CREATIVE DIRECTOR
THOMAS YANG DDB SINGAPORE CREATIVE DIRECTOR
KHALID OSMAN DDB SINGAPORE ASSOCIATE CREATIVE DIRECTOR/ART DIRECTOR
JEFF CHEONG TRIBAL DDB HEAD OF TRIBAL DDB
ALFRED LIM TRIBAL DDB CREATIVE GROUP HEAD
LESTER LEE DDB SINGAPORE SENIOR COPYWRITER
MARK LIM DDB SINGAPORE COPYWRITER
EUGENE BOEY TRIBAL DDB ART DIRECTOR
WEE LEE YEO TRIBAL DDB HEAD OF TECHNOLOGY
CIARAN LYONS TRIBAL DDB ASSOCIATE DIRECTOR OF TECHNOLOGY
ROSSLYN CHAY TRIBAL DDB SENIOR TECHNOLOGIST
FRANCIS CHONG TRIBAL DDB SENIOR PROJECT MANAGER
ROWENA BHAGCHANDANI DDB SINGAPORE CHIEF CLIENT OFFICER
BRENDA BEY DDB SINGAPORE ACCOUNT DIRECTOR
TAMMY CHEOK DDB SINGAPORE SENIOR ACCOUNT EXECUTIVE

The Brief

StarHub wanted to engage music lovers, and drive them to its online music store – no easy task considering the many other portals available online. The online music store needed to differentiate itself by creating a fresh and exciting way for people to discover and experience its content. The insight was that people were used to searching for music through existing online music portals. We sought to make music from our portal seek out its listeners instead, by creating an intuitive way of connecting the perfect music track to the listener based on how they were feeling.

Creative Execution

No one can deny the link between music and moods. People will always look for and play music based on how they feel. The Music MoodBox does this for users automatically. There’s also no denying the pervasiveness of Facebook as a social medium. The Music MoodBox integrates into the Facebook interface – an appropriate tie-up considering that Starhub is itself a telco - instantly engaging users without them having to do anything different or special. In this way, the Music MoodBox offers an unexpected yet relevant way for people to discover music available on the StarHub Music Store.

Describe the creative solution to the brief/objective.

We turned to the Facebook status update. Singaporeans update their Facebook status an average of 15 times a week. Many times, to express how they feel. Based on this, we created an app that automatically detects how users are feeling, and sends them a track to match their mood. We called it the Music MoodBox. Whether users needed a cheer-me-up track or a song to headbang to, the Music MoodBox would sense what song users would be in the mood for. Then, direct them to the StarHub’s online music store to get the full track.

Results

Users were charmed and tickled by the way the Music MoodBox seemed to be able to read and feel for their emotions. And while we had sought to target online music lovers, the app engaged the larger audience of Facebook users, positioning StarHub as the folks that not only offered online music downloads, but understood what users wanted to listen to. And the results speak for themselves - Average of 15,000 monthly active users - Traffic to the online music store increased by 53% - Over 80,000 MoodBox responses sent.