The Brief

Challenge: In January 2012, digital music sales surpassed physical music sales for the first time ever. The explosion of online music stores, music apps and music streaming have changed the way we access and experience music. How can a local online music store like HyppTunes by Telekom Malaysia compete with the giants of the digital music market?

Describe how the promotion developed from concept to implementation

Insight & Strategy: All of us have our favourite playlists. Each for different moods. Some playlists get you pumped up, others help you chill out. Some may even put you in the mood for romance. We wanted to tap into those emotions and turn them into a mood to buy music. Idea: Introducing the HyppTunes Music City. It's an entire city geo-tagged with different music playlists.

Describe the success of the promotion with both client and consumer including some quantifiable results

Results: During the duration of the entire campaign, individual digital tracks purchased increased by 22%. Album purchases also increased from 0 to 3 albums per buyer.

Explain why the method of promotion was most relevant to the product or service

Execution: All music lovers had to do was launch the Music City web app and they’d immediately have access to the songs on the playlist at their location. For example, a jogging park would have a playlist that gets joggers pumped up. On the train ride to work, our playlist helped take away the Monday blues. And if they were moved by the songs, they could instantly make a purchase. This created a mood to buy music.