|Title||A SONG. BY 180 INTERVIEWS|
|Brand||CITY CHAIN COMPANY|
|Product / Service||SOLVIL ET TITUS WATCH|
|Category||A09. Excellence in Music Content Production & Distribution Strategy|
|Entrant||McCANN & SPENCER Hong Kong, HONG KONG|
|Idea Creation||McCANN & SPENCER Hong Kong, HONG KONG|
|Spencer Wong||McCann & Spencer||Creative Chairman|
|Paul Swee||McCann & Spencer||Executive Creative Director|
|Chan Siu Kei||Red Creation (Beijing) Media Ltd.||Director|
|Cheung, Yee Mui||McCann & Spencer||Creative Director|
|Flora Tsui||McCann & Spencer||Creative Director|
|Apple So||McCann & Spencer||Art Director|
|Irene Chan||McCann & Spencer||Creative Director|
|Wendy Ho||McCann & Spencer||Agency Producer|
|Annip Yip||McCann & Spencer||Group Account Director|
|Dorothy Chan||McCann & Spencer||Account Manager|
|Yu Chin Yen||Dongni Music Ltd.||Music Producer|
|Leo Ku||EEG Music||Performing Artist|
|Huang Chung Ping||Pin-Chi Co. Ltd.||Film Director|
|Yuen Chi Him||Define Creations||Film Director|
|Rick Chui||Happy Birthday||Film Director|
We transformed 180 interviews into a song about love. We took the hundred-year-old "Jupiter", a piece of classical music that the brand has used as a jingle for years and filled it with real couples' love stories.
To turn a brand jingle into a piece of branded content relevant to Solvil et Titus' audience in Asia again - we travelled 4,400 miles across Asia, interviewed 180 Asian couples and invited them to tell us their real love stories through the lens of time. We then turned the love declarations we crowd sourced into lyrics to fill every line of 'Jupiter', the jingle the brand has used for years, creating a song, by 180 interviews.
The resulting love song was loved and embraced by the Asian music industry, topping music charts and has been kept playing on all music channels and radio stations ever since, garnering over 75 million total plays. In 3 months Total Song Plays: 40,000,000 Online MTV views: 35,300,000 Average reach across region: 1+63.8%, 3+ 49.8%
We have successfully transformed a jingle that Asian watch brand Solvil et Titus used for years and turned it into a branded love song loved and embraced by the entire Asian music industry. A first love song made up of real love stories, coming from 180 interviews we conducted throughout Asia.
1. Crowd sourcing love stories in Asia: We recruited hundreds of couples in different cities in Asia to tell us their love stories through the lens of time. 2. Transforming classical music into a pop song: We took Jupiter, a piece of classical music that the brand has used as jingle for years and recomposed it with contents relevant to young consumers in Asia. 3. Lyrics curated from collected love stories: Each line of lyrics in the song came from contents we collected in the 180 interviews we conducted throughout Asia.