Cannes Lions

MUSICLOAD LEGAL DOWNLOAD SITE

KOLLE REBBE WERBEAGENTUR, Hamburg / T-ONLINE INTERNATIONAL / 2006

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Overview

Entries

Credits

Overview

Execution

There’s usually only one way to listen to music if you’re in town – buskers. We thus employed a range of buskers and got them to do what they do best – play and sing. This time though, there was one important difference – we asked them not to make any noise.

We gave all the silent buskers a sign to wear on their backs saying that Musicload is the only place to get your favourite music, and sent a promo team to follow them around giving away coupons for a free download from Musicload.

Outcome

Musicload is still more popular than iTunes in Germany and boasted download figures of over 16 million last year (four times higher than the previous year). 65% of the coupons given away during the promotion were redeemed, while countless smiles were raised and a host of films recorded on camera phones.

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