|Product / Service||HP SPROCKET|
|Category||A09. Excellence in Music Video|
|Entrant||GOODSTUPH Singapore, SINGAPORE|
|Idea Creation||GOODSTUPH Singapore, SINGAPORE|
|Media Placement||GOODSTUPH Singapore, SINGAPORE|
|PR||GOODSTUPH Singapore, SINGAPORE|
|Production||GOODSTUPH Singapore, SINGAPORE|
|Nigel Tan||GOODSTUPH||Art Director|
|Takumi Kinjo||GOODSTUPH||Digital Strategist|
|Teo Chin Yen||GOODSTUPH||Digital Strategist|
The Thought Starter Memories are often triggered off by different songs of various eras in one’s life. Songs ingrained in one’s mind often stem from love. How do we then take the power of a love song to Reinvent Memories? The Solution Singapore’s first vertical music video. HP Singapore and the agency teamed up with two of Singapore’s most popular musicians, Benjamin and Narelle Kheng of The Sam Willows, to launch the HP Sprocket with ‘Live Forever’ – an original song and music video designed exclusively for smartphones. As the video takes over the target audiences’ phones, they are transported to Benjamin’s world as he experiences the highs and lows of a relationship and discovers the power of tangible memories with the help of the Sprocket.
Shot entirely in one day and edited within 2 weeks, ‘Live Forever’ became the way for HP Singapore to show millennials how HP Sprocket could bridge the gap between the digital and physical world so that they could experience their most meaningful moments as tangible memories. Leading up to the launch of the music video on HP Singapore’s Facebook page, Benjamin and Narelle Kheng along with a roster of seven influencers released a Facebook and Instagram teaser of the music video to build hype for the release. Following the launch of ‘Live Forever’, the same influencers released Instagram and Facebook posts showing them using the Sprocket and describing the moments that they experienced that led to the photos they printed.
Reach: 3,525,176 Video Views: 1,159,277 Organic View Rate: 70% Facebook Shares: 7,449 Facebook Reactions: 20,866 Facebook Comments: 4,402 Sales: Over 20% of inventory sold within the first month in an oversaturated market where product category growth has been kept at less than 5% per year.
Tasked with a brief to "Reinvent Memories" and launch the HP Sprocket, the agency engaged local Singaporean musicians Benjamin and Narelle Kheng to collaborate on a love song to embed the next generation of memories. The agency then engineered a mobile takeover with an unexpected vertical music video, reinforcing the notion of reinventing memories. The song itself was designed to evoke the same emotion as the audience would feel during the moments in which they would use the product.
When asked to “Reinvent Memories” for Singaporean Millennials, our approach became simple: identify what moments lead to the most meaningful memories and deliver the message in a relevant way. “Singaporean Millennials Spend an average of 5.4 hours/day on phones”–BBC Realising millennials spend 25% of their day on their phones, we researched what they shared and treasured most. We learned the most meaningful memories were formed from relationships. Young love contained the most excitement, fear and passion an experience could offer. Maximising Amplification And Affinity With Singapore’s Leading Musicians: Benjamin And Narelle Kheng @BenjaminKheng - 180,348 Instagram Followers - 7,308 Average Likes/Post @NarelleKheng - 133,622 Instagram Followers - 5,388 Average Likes/Post A Love Song As Social Currency The Khengs were engaged to compose a love song to embed the next generation of memories. The agency engineered a mobile takeover with an unexpected vertical music video, reinforcing the notion of reinventing memories.