Title | MUTESIC |
Brand | NOISEY, VICE (CHINA) |
Product / Service | MOBILE PHONE ADD-ON |
Category | A05. Use of Other Digital Solutions in a Direct Campaign |
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 | 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 |
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.
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.
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.
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.