Cannes Lions

KAIZERS ORCHESTRA FANS

ANORAK, Oslo / KAIZERS ORCHESTRA / 2011

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Overview

Description

Music fans love to pirate new releases. Kaizers Orchestra, one Norway’s top artists, was getting ready to release a new single. But this time, nobody could steal it: the only one way to hear the new Kaizers Orchestra single would be to play it yourself. On posters, through torrent sites, and via music and fan forums we released the sheet music first, one month before the song’s release. We collaborated with the largest music schools in Norway, where we faxed the note sheet to be copied and distributed among students. We engaged national radio broadcaster NRK’s youth channel, P3, and encouraged people to upload their versions to P3´s popular website. Soon, fans started posting their covers of «Hjerteknuser», ranging across all different genres. The word spread, and Kaizers Orchestra and their challenge soon became the hot topic of bloggers, Twitterers, fans, the press and national TV.

Execution

On posters, through torrent sites, and via music and fan forums we released the sheet music first, one month before the song's release. There was only one way to hear the new Kaizers Orchestra single. You'd have to play it yourself.We collaborated with the largest music schools in Norway, where we faxed the notesheet to be copied and distributed among students.We engaged national radio broadcaster NRK's youth channel, P3, and encouraged people to upload their versions to P3´s popular website.Soon, fans started posting their covers of «Hjerteknuser», ranging across all different genres. Even a German version appeared!The word spread, and Kaizers Orchestra and their challenge soon became the hot topic of bloggers, Twitterers, Fans and the press. The challenge even got coverage on national TV.

Outcome

Instantly, the original and the three best cover versions all got heavy radio rotation.During the challenge, Kaizer Orchestra's Facebook fanbase increased by 100%. Gathering one of the biggest fanbases in social media for norwegian artists.Our mediaspending of only 800 euros, created more than 500,000 actions in social media and created media coverage worth more than 1 million euros.As a result from over 500,000 actions in social media and media coverage worth more than 1 Million Euro.Kaizers Orchestra´s concert at one of Norway´s largest venues sold out without advertising. Which is equivalent to a sold out Wembley in England!Within 48 hours of the launch, "Hjerteknuser" had reached no.2 on the Norwegian iTunes "top 10"chart, making it Kaizers Orchestra's fastest selling single on iTunes ever and has now sold to platina.The album "Violeta, Violeta" reached the no.1 spot in norwegian charts In the first week of its release.

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