SONGS OF TRANSIENCE

TitleSONGS OF TRANSIENCE
BrandTEAM EAR MUSIC
Product / ServiceSONGS OF TRANSIENCE
CategoryA03. Fan Engagement/Community Building
EntrantMEDIALAND DIGITAL STRATEGY Taipei, CHINESE TAIPEI
Media MEDIALAND DIGITAL STRATEGY Taipei, CHINESE TAIPEI
Idea Creation MEDIALAND DIGITAL STRATEGY Taipei, CHINESE TAIPEI

Credits

Name Company Position
Kiki Chen Medialand Digital Strategy Limited Co Founder
Dabo Lai Medialand Digital Strategy Limited Account Manager
Vicky Lee Medialand Digital Strategy Limited Senior Creative Director
Sunday Huang Medialand Digital Strategy Limited Designer
Angie, Ling-Huei Lu Medialand Digital Strategy Limited Creative Planner
Smallker, Wan Ting Cheng Medialand Digital Strategy Limited Senior Creative Planner
Peggy Chang Medialand Digital Strategy Limited Media Vice President
Havey Huang Medialand Digital Strategy Limited Media Planner
Vicky Tsai Medialand Digital Strategy Limited Media Planner
Jason Tseng Medialand Digital Strategy Limited Chief Technology Officer
Milkmidi Liao Medialand Digital Strategy Limited Interactive Director
Ash Hsieh Medialand Digital Strategy Limited Associated Interactive Director
Sherwin Cheng Medialand Digital Strategy Limited Senior Interactive Programmer
Scars Yao Medialand Digital Strategy Limited Senior Interactive Programmer
Xinyi Kao Medialand Digital Strategy Limited Internet Engineer
Honda Yao Medialand Digital Strategy Limited Creative Director
Alex Wu Medialand Digital Strategy Limited Senior 3D Wizard
Vincent Yu Medialand Digital Strategy Limited Motion Graphic Director
Kang Ling, Lee Medialand Digital Strategy Limited Producer
Poham, Chou Medialand Digital Strategy Limited Motion Graphic Supervisor

The Campaign

We’re all living in “time”. Every sound we hear right now represents the consequence of this transience. Therefore, we decide to make a brand new “Songs of Transience” experience. We invites fans to write the new song together with Cheer Chen. “Songs of Transience” is composed with sounds recorded anytime and anywhere by fans and Cheer Chen. Most importantly, because time is endless, it is a world first “endless song” experience co-create by Cheer Chen with fans all around the world.

Creative Execution

We designed a WEBSITE to play the endless “Songs of Transience”. Fans can use their phone to record the sounds of “time” through Songs of Transience MOBILE APP. Or they can directly upload the records to INSTAGRAM by hashtag #SongsOfTransience. All the sounds will automatically upload to our website, blending into Cheer's melodies and become part of Songs of Transience. Even more, in order to get closer engagement with fans, we created the Songs of Transience PLAYER with Google Chrome App as a gift whenever they open an internet browser, they can directly listen to the latest streaming songs of transience without typing anything.

With a small budget US$30,000 including media buy and production fee, we got a big hit and successfully drive all 10,000 copies sold out in just 6 weeks. From 2015/10/28 to 2015/12/15 totally 48 days, we got 12,096,789 impressions on paid media advertising and reach over 326,600 fans through social media. We drove 70,206 visits to WEBSITE and get 6,248 Sound Records from 16 countries to join the endless “Songs of Transience”. We also get 3,364 download on MOBILE APP and 1,977 installed on “Songs of Transience” Google Chrome APP. Fans went crazy on co-creating experience with Cheer Chen and share a lot on Facebook and INSTAGRAM to get even more news report and media buzz. Not only that, Cheer Chen even established a broadcast platform to engage with her fans.

“Time is always singing, just we are not listening.” Cheer Chen thinks every sound we hear right now represents the consequence of this transience, so she decided to use “time” to create a new song. Fans are invited to join Cheer and write “Songs of Transience” by using their phone to record the sounds of “time” anytime and anywhere all around the world. Fans are reminded to notice their surroundings in daily life and be inspired to feel more. The platform composed all sound clips join together with Cheer’s melody to form a truly “Songs of Transience”.

In the past ten years, Cheer’s songs accompany her fans through various moments. We discover that the fans are not just listening to Cheer’s music, they also share with the singer the heart-felt sensations that arise while listening to the songs in different ways. Is it possible to include fans' various heart-felt sensations within Cheer's new creation? Therefore, by inviting fans to use mobile to record the sound in their life with Cheer, fans can have a brand new experience to co-create with Cheer anytime and anywhere through internet, instead of only listen to a new song. Through creating new entertaining experience, we engage fans and draw attention to Cheer’s new creation.

Links

Website URL