| Title | GIVE MUSIC GENERATOR |
| Brand | UNIVERSAL MUSIC AUSTRALIA |
| Product / Service | VARIOUS |
| Category | B03. Consumer Services |
| Entrant | MEDIACOM Sydney, AUSTRALIA |
| Advertising Agency | MCREATE North Sydney, AUSTRALIA |
| Media Agency | MEDIACOM Sydney, AUSTRALIA |
| Entrant Company | MEDIACOM Sydney, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Alan Sawyer | Mcreate | Managing Director |
| Clare Walkom | Mediacom | Manager/Implementation Planning/Investment |
| Nicola Godsafe | Mediacom | Executive/Digital |
| Mike Deane | Mediacom | Director/Client Communications Planning |
| Alexa Hohenberg | Mediacom | Director/Mediacom Beyond Advertising |
Across December Universal held a 33% share of albums sales – a 14% jump year-on-year. The highest of all the record labels. The campaign reached 3.9m unique browsers - delivering 11,023 clicks (200% more than original target). 88% of all people that landed on the Generator page allowed the app with 63% of visits through mobile – a channel Universal had not previously used to promote physical sales. Jeremy Scott, UMA’s Marketing Director said: “The idea behind using someone’s social profile to make sure they don’t end up with just another unwanted album was a great solution to a wider category problem.”
The ‘Give Music Generator’ is an ingenious social media application that scans the profiles of your friends, looking at their Facebook likes, Twitter followers and Spotify listening data to chose the perfect music gift for them. ‘Give Music Generator’ app users could purchase the album right there and then or add to a wish list where they could store all gift recommendations and print off when they hit the shops. All of the actions within the ‘Give Music Generator’ could be shared with friends, driving organic reach. The ‘Give Music Generator’ was promoted with highly targeted Facebook advertising and also interactive banners across key entertainment destinations, such as News Digital and NineMSN. Users could either click through to the app or use the complete functionality within the banner.
With shopping precincts stripped off all but a few remaining music retailers and with digital music so readily accessible through streaming and download, the question still remains, ‘why would anyone still buy physical music?’ With CDs still forming a major line of revenue for records in Australia over Christmas, we needed to find out why. Our research uncovered a universal truth into CD purchase. CDs are on everyone’s gift list but they are often perceived as ‘high risk’ and thoughtless. People who had brought CDs had talked of the embarrassment of getting it ‘really wrong’ in the past and had stopped gifting CDs as a result of this. We needed to encourage people to give the gift of music once again, without the fear of getting it wrong. So we created the Give Music Generator. A smart online tool that would guarantee the perfect music gift every time.