Universal Music Argentina - "Move like Lorde"

BBDO Argentina

BBDO Argentina Buenos Aires, Argentina

7799

Marca: Universal Music Argentina
Paese: Argentina

Cliente: Universal Music Group

Titolo	Move like Lorde
Agenzia	BBDO Argentina
Campagna	Move like Lorde
Cliente	Universal Music Group
Marca	Universal Music Argentina
Data di Prima Diffusione/Publicazione	2014 / 8
Settore	Cultura, Tempo libero e Sport
Slogan	Universal Music challenges you to move like a rockstar
Trama	Universal Music challenges you to move like a rockstar It’s hard to move like Jagger or Michael Jackson. And Lorde? Nearly impossible. That’s what inspired BBDO Argentina’s first work for Universal Music. In order to boost sales of Lorde’s latest album “Pure heroine”, the agency used kinetic technology and challenged Lorde’s fans to move like her in order to get a discount on her album. A software registered the movements of the participants and compared them with Lorde’s. The better the imitation, the bigger the discount.
Filosofia	It’s hard to move like Jagger or Michael Jackson. And Lorde? Nearly impossible. That’s what inspired BBDO Argentina’s first work for Universal Music. In order to boost sales of Lorde’s latest album “Pure heroine”, the agency used kinetic technology and challenged Lorde’s fans to move like her in order to get a discount on her album. A software registered the movements of the participants and compared them with Lorde’s. The better the imitation, the bigger the discount. People could participate in two ways: using a special booth placed at placed in 12 record stores, main pubs and at the greatest local music festival, Personal Fest, or they could upload their own videos and the software analyzed them. The prize was a trip to Los Angeles to meet Lorde.
Problema	Objective: to boost sales of Lorde’s latest album “Pure heroine”,
Risultato	More than 52,000 people got into the booth and more than 13,000 people got discounts on the album.
Tipo di Media	Stand per Fiere
Lunghezza	83 seconds
Executive Creative Director	Rodrigo Grau
Innovation Creative	Hernán Zamora
Executive Creative Director	Ramiro Rodriguez Cohen
Copywriter	Andrés Aguilar
Digital Creative Director	Daniel Minaker
Digital Creative Director	Sebastian Tarazaga
Art Director	Bruno Barbosa
Director	LindaTV
Casa di Produzione	Raya