The Campaign

HMV was reborn in Hong Kong as HMVideal, bringing the real music senses back. To celebrate, we gave the city something to symbolize its rebirth. 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 created a series of egg music posters. Then we scrambled our best eggs heads and cooked up a novel live music performance. We wrapped up sound, taste and touch in music old and new.

Success of the Campaign

The music actually cranked up the average volume of the hens’ eggs by 25%. 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.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

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.

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 want to create 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.