Entertainment Lions For Music > Fans, Social & Digital
#MCCARTNEYHIT
ALMAPBBDO, Sao Paulo / KISS FM / 2016
Awards:
Overview
Credits
Overview
CampaignDescription
Kiss FM encouraged its own fans to call up other Brazilian radio stations and request a song by Paul McCartney. The chosen song was the practically unknown track “Angry,” from 1986, which is turning 30 in 2016. During airtime on Kiss FM’s shows, the station’s hosts invited listeners to request Paul McCartney’s song from other radio stations. How? By reading out the call-in numbers for the other stations, live. Moreover, they themselves called into a number of other stations while on air.
Execution
The campaign started two days after the incident with Sir Paul. Hosts on Kiss FM started giving out contact information for other radio stations during their live shows. Fans were encouraged to not only call in, but also to write on the profiles of other stations, requesting that they play “Angry.” During the second week of the campaign (which lasted 4 weeks in all), Kiss FM’s hosts themselves started calling in to other stations while live and on air, setting an example for rock’n’roll fans.
Outcome
The campaign achieved its primary goal: “Angry” became a hit. It obviously became #1 on Kiss itself (for 6 straight weeks), but that wasn’t all: it also hit #1 on four other rock radio stations, as well as making it onto the charts for stations that focus on other musical genres, such as sertanejo (Brazilian country music), electronic music, pop, funk, and even gospel radio. Kiss’s fans flooded the social media profiles of other stations with requests for “Angry” – it’s impossible to measure just how many, since many stations started deleting the daily requests for the song. Kiss FM’s fan base grew by 18%.
Relevancy
McCartneyHit was a campaign that really moved rock’n’roll fans – and Paul McCartney’s fans in particular. With an irreverent, innovative touch, the brand – a rock’n’roll radio station in Brazil – made a hit out of a 30-year-old song that most people had never heard of.
Strategy
We had to act fast. That’s why the campaign was launched exactly two days after the incident with Sir Paul, on February 16th, 2016. Kiss’s initiative lasted 4 weeks – but listeners kept on requesting the song even later. The target group was rock’n’roll fans of a variety of ages, mainly in the cities of São Paulo and Rio de Janeiro, the largest in Brazil. Our approach made use of an appeal that no rock fan could resist: rock is being forgotten. We need to help one of our greatest icons: Sir Paul McCartney.
Synopsis
Sir Paul McCartney was turned away at an afterparty for the 2016 Grammys. The reason? The bouncer didn’t know who the former Beatle was. During the incident, McCartney joked that he needed a new hit to become famous again.
Kiss FM decided to create a campaign to give Sir Paul this new hit, putting the ex-Beatle back on the charts – playing on radio stations across Brazil – and reaffirming their position as the most rock’n’roll station in the country.
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