MUTESIC

TitleMUTESIC
BrandNOISEY, VICE (CHINA)
Product / ServiceMOBILE PHONE ADD-ON
CategoryA05. Use of Other Digital Solutions in a Direct Campaign
EntrantSAATCHI & 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

Credits

Name Company Position
Tom Eslinger Saatchi/Saatchi Worldwide Director Digital/Social
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/Zhao Yi Saatchi/Saatchi Shanghai Interactive Art Director
Welsley Woo/Cai Xin 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 Brief

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.

Creative Execution

MUTESIC: We designed a mobile phone add-on that lets you enjoy your music on any player and helps keep 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 you approach busy road intersections. This ensures that they can still hear ambient and potentially warning sounds to avoid accidents. NOISEY, a music channel by Vice has heard enough and they’re turning the music down when you’re a fan’s attention is somewhere else. MUTESIC is currently only available in China and expected to expand globally.

Describe the creative solution to the brief/objective.

Youngster usually listens to music on their mobile phones with headphones, on the way to work, school or just walking around the city. Although they can’t live without music, listening to music on the go is ironically a big safety issue. Since 2011, traffic accidents have increased by 300% in China because wearing headphones drown out ambient warning sounds. Our creative solution is to build relevance, creating a mobile phone add-on that benefits Chinese youth: Saving lives through controlling the music volume. This add-on was very well received amongst the target audience locally in China.

Results

In less than 30 days: - Over 3.8 Million Media Impressions - 55,988 Shares on Social Media - Over 10,000 Downlaods - Over 100 Pieces of Media Coverage But the most important thing is music lovers in China can now lower their risk at busy roads.