The Brief

A country with more than 65% of youth,music being the most consumed content on digital, Pakistan became a victim of its political and social unrest and the industry collapsed within a couple of years. The concert halls which used to feature performances everyday were closed down, TV channels which used to air music content were all filled with News and Political shows. The trend was disturbing and proving fatal for an industry which once had an immense potential. The idea was an instant hit as it gave chance to every individual to compete against the best musical talent of Pakistan.

Describe how the promotion developed from concept to implementation

To counter this we came up with an idea of creating a crowd-sourced platform which also featured a music reality show, Pakistan Superstar. With more than 85% mobile and 70% internet penetration among the youth, Digital was a platform for us to revive Music in Pakistan. The platform invited entries from all mobile and internet users from Pakistan, using Web, Mobile and Social platforms and were seamlessly knitted using IVR-to-Web, so that even the most backward provinces shared their entries using mobile and those were automatically featured on our web gallery, where every content piece was placed for Social Voting.

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

20 performances fetching us more than 8 million served minutes, 150,000 USD of PR value within 20 days without a single airplay on Television, International media picked us up as a digital success story on platforms like International Herald, Voice of America, India Times, News, Dawn, Tribune and many others.

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

With more than 300,000 votes on digital, the top 10 were selected and were invited to our studios where they worked with the house band to create amazing music which was then placed on our platforms for public voting. The contestants became superstars overnight. More than 150,000 people voted for these 10 artists. While we released the performances of our top 10, we gave the campaign a twist, as we launched - "Challenge the Superstar”, where users could upload their version only if they think they sang it better.