Media > Use of Media

THE FIRST15 PROJECT

GREY GROUP CANADA, Toronto / POST FOODS CANADA / 2012

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Overview

Credits

Overview

Effectiveness

Over 13 million earned impressions from song downloads, press pickup and radio and nightclub play. Music publishers took notice. Our featured artist “iSH” got signed to a recording contract with Warner Music.

Execution

Rap music often uses music samples in their songs. In this case, the new released single “Can’t get enough” used the classic Sugar Crisp jingle melody. Co-produced with emerging rap star “ISH”, the song was seeded in nightclubs and on radio station across the country. Plus, An online community was created for people to download the song for free and where other emerging artists could share, market and distribute their music as well.

Strategy

Sugar Crisp had always been known as a kids cereal. Now they wanted to connect with a new target – young adults. So we started with the one thing Sugar Crisp was already famous for – the jingle – and used it to produce and release a hit new single, “Can’t get enough” from one of Canada’s up-and-coming rap artists.

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