MUSIC REBORN

TitleMUSIC REBORN
BrandHMV MARKETING
Product / ServiceHMV
CategoryA10. Integrated Campaign led by Content Platform
EntrantMcCANN & SPENCER Hong Kong, HONG KONG
Entrant Company McCANN & SPENCER Hong Kong, HONG KONG
Contributing Company McCANN & SPENCER Hong Kong, HONG KONG
Media Agency ZENITHOPTIMEDIA Hong Kong, HONG KONG

Credits

Name Company Position
Spencer Wong McCann & Spencer Creative Chairman
Paul Swee McCann & Spencer Executive Creative Director
James Reeves, Philip Lee McCann & Spencer Group Creative Director
Michael Li McCann & Spencer Creative Director
James Reeves, Shawni Cheung, Stephanie Chan McCann & Spencer Copywriter
Michael Li, Anson Cheng, Edmond Leung McCann & Spencer Art Director
Philip Tsang, Connie Lo, Miranda Cheung McCann & Spencer Account Service

The Campaign

Regulation for branded entertainment is pretty open and loose in Hong Kong. We only need to avoid obscenity, nudity and foul languages. Yet, the challenge is such an open market lies on how to engage consumers, as Hong Kong people are exposed to a wide variety of content and difficult to be engaged with common content.

Results

HMV was being reborn in Hong Kong as HMVideal in Aug 2014. With the opening of its new store in Hong Kong, it was bringing the real music culture back to the local music lovers. To celebrate, we created an integrated campaign that gave the city something sensory to symbolize the rebirth of music. A stimulation of sight, sound, taste and touch wrapped up in music old and new. We created the HMVidealized eggs. Partnering with a local farm, we treated a range of hens to a two-month HMVideal musical diet of various rock stars. To promote our eggs, we took a simple touch technology and applied it to egg music posters. Then, we scrambled our best eggheads and cooked up a novel live music performance at the grand opening of HMVideal store. Afterwards we let our music-hungry crowd sample our delicious eggs for themselves.

Our tasty product literally flew off the shelves. The eggs significantly increased the number of visitors coming to our opening event. Our musical egg posters became a smash on the street and even more popular on the MTR train system, when we let commuters get their hands on them, transforming their daily travels from humdrum to bass and drum. Our live musical egg performance gained thousands of free media impressions.

HMVidealized eggs. A stimulation of sight, sound, taste and touch wrapped up in music old and new. The music actually cranked up the average volume of the hens’ eggs by 25%, and our tasty product literally flew off the shelves. The eggs significantly increased the number of visitors coming to our opening event. Our musical egg posters became a smash on the street and even more popular on the MTR train system. Our live musical egg performance gained thousands of free media impressions.

We created the HMVidealized Eggs. Partnering with a local farm, CHUN HING FARM, we treated a range of hens to a two-month HMVideal musical diet of either John Lennon, Lady Gaga or the Rolling Stones. To promote our eggs, we took a simple touch technology and applied it to egg music posters. Then, we scrambled our best eggheads and cooked up a novel live music performance at the grand opening of HMV store. Afterwards we let our music-hungry crowd sample our delicious eggs for themselves.