Cannes Lions

WE SET THE RULES

AGENCIA TANGO, Madrid / DESPERADOS / 2016

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Overview

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Credits

Overview

Description

To solve the existing problem and to be heard by the millennial generation we decided to communicate through the only channel they pay attention to: music.

We transformed a commercial message into a millennial language. “We set the rules” was born this way.

We created a hymn that spoke to a whole generation and used our voice as a speaker to amplify it.

Execution

We placed micro music in one of the most important radio of Spain during a month before the launch of the music video/song. Their format was teaser. There was no association with the Brand within this first month.

After a month, on september 9th, 2015, we released the music video on Desperados YouTube and placed the song in many relevant platform nationaly as Spotify, iTunes and Shazam.

At the same time as we placed the song and the music video in the different platforms we had a media plan for TV and radio with 30" pieces.

Outcome

We connected with the target and in what a way!

“We set the rules” reached unexpected results:

#1 viral songs on Spotify.

More than 500.000 downloads on Spotify.

#1 Youtube ads.

#44 on iTunes.

The song was spreaded across all the specialized music media as KissTV, 40TV & MTV España.

2 out of 4 young people heard our song.

Desperados grew in awareness +6 points.

93% of their target knew the song.

The campaign launch helped to accelerate the growing:

Ontrade from 56% to 73%

Offtrade from 26% to 48%

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