Cannes Lions

MINI SYSTEM WITH VOICE REMOVER FUNCTION

Y&R, Sao Paulo / LG / 2011

Awards:

1 Shortlisted Cannes Lions
Presentation Image
Presentation Image
Presentation Image

Overview

Entries

Credits

Overview

Execution

To place the consumers as the lead singers on the cover of their favourite CDs, we found a simple and effective solution: little convex mirrors. In partnership with several CD stores spread throughout São Paulo main malls, we attached the mirrors over the singer’s pictures on hundreds of different albums. So, when looking at the CDs, people would see themselves reflected as the lead singer of that band. On every CD, we also attached a sticker highlighting the new feature of the product and saying that the public became the singer.

Outcome

The action lasted for 7 days and took place on 6 CD stores, reaching approximately 25,000 people. The results overcame all expectations, considering the cost was only 2 cents per impact. So, with a low cost action, we were able to make the people feel like they were the lead singers of their favourite bands, to divulge the main feature of the product and to create a positive liaison between the public and the brand.

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