Title | MUTESIC |
Brand | NOISEY, VICE (CHINA) |
Product / Service | MOBILE PHONE ADD-ON |
Category | A08. Digital Design |
Entrant | SAATCHI & SAATCHI CHINA Shanghai, CHINA |
Entrant Company | SAATCHI & SAATCHI CHINA Shanghai, CHINA |
Advertising Agency | SAATCHI & SAATCHI CHINA Shanghai, CHINA |
Media Agency | VICE Beijing, CHINA |
Production Company | VISION MAX PRODUCTION Shanghai, CHINA |
Name | Company | Position |
---|---|---|
Tom Eslinger | Saatchi/Saatchi | Chief Creative Officer |
Fan Ng | Saatchi/Saatchi Shanghai | Chief Creative Officer |
Jonathan Ip | Saatchi/Saatchi Shanghai | Digital Executive Creative Director |
Kat Tan | Saatchi/Saatchi Shanghai | Creative Director |
Kat Tan/Jonathan Ip/Fan Ng/Yao Hua Peng | Saatchi/Saatchi Shanghai | Art Director |
Jun Tong/Serene Loong/Dai Zong Wang | Saatchi/Saatchi Shanghai | Copywriter |
Jonathan Ip/Kat Tan/Yi Zhao | Saatchi/Saatchi Shanghai | Interactive Art Director |
Welsley Woo/Xing Cai | Saatchi/Saatchi Shanghai | Designer |
Zhao Yi/Siniša Spasojević | Technical Creative | |
Zoran Gojković Fenix | Developer | |
Sissy Yang/Ran Yin | Saatchi/Saatchi Shanghai | Producer |
Lily Jin | Saatchi/Saatchi Shanghai | Creative Service Director |
Paul Lin/Gary Yip/Mei Ling Loo | Saatchi/Saatchi Shanghai | Account Supervisor |
Sharon Chen/Camden Hauge | Saatchi/Saatchi Shanghai | Planner |
James Cai/Keno Zhao | Director/Production | |
Tao Yang | Producer/Production | |
Keno Zhao | Edelweiss Production | Photographer |
Meiling | Retoucher | |
Caryn Zhu | Producer Production | |
Calvin Shi/Lesley Qui/Steve Xue/Paul Wang/Ali Zhang/Jok Jiang/I Do Post Producti | Other Credits |
The challenge is how to stand out in the clutter (with many brands on Music) and fight for the share of attention among 18-34 years old, the better connected and informed, more influential and more media picky crowd. The key objective is to increase brand awareness.
Vice is a global media and entertainment brand that provides high quality contents including news, music, and fashion, to youths from 18-34 year olds. Though Vice was launched a year ago in China, its awareness is still low with less than 5% among its target. To recruit and engage this desirable and hard to reach demographic, Vice decided to connect with them through NOISEY (music channel by Vice) to talk to the youth on what they’re most passionate about and be part of their life - via Music, which is also the most exploited subject by youth brands globally and locally.
Since 2011, traffic accidents have increased by 300% in China because people wearing headphones drown out ambient warning sounds. Our solution is to build relevance by creating a simple tool that really benefits Chinese youth: MUTESIC: We designed a mobile phone add-on that lets you enjoy your music on any player, keeping you safe and aware while on the road. It automatically syncs with your current location using GPS to detect critical areas and lowers the music volume when approaching busy road intersections. “MUTESIC” can be downloaded on major APP (ZhuShou 360) portal (currently only available in China and expected to expand globally).
In less than 30 days: - Over 3.8 Million Media Impressions - 55,988 Shares on Social Media - Over 10,000 Downloads - Over 100 Pieces of Media Coverage But the most important thing is music lovers in China can now lower their risk at busy roads.