pitch sessions on sunday 7 june 2015

MIDEM
MARKETING
COMPETITION
Celebrating Creative Ingenuity and Brillance in Music Marketing
& Advertising
FINALISTS 2015
PITCH SESSIONS ON SUNDAY 7 JUNE 2015 – 12.00 TO 13.00 & 14.30 TO 15.30
MUSIC BUSINESS STAGE (RIVIERA 7)
1979 by Deru/ EFFIXX (USA)
'1979' is a project about memories. It consists of an audiovisual album, a website featuring interactive mythological
narrative and user-submitted memories, a live show, and a custom-built handheld projector shipped with the videos from
the album. All of these elements focus around the central themes of memory and nostalgia in a unique medium. We believe
that our album-as-projector is the first of its kind.
Link to the campaign: http://bit.ly/1Isvy9y
Converse Rubber Tracks Sample Library by Cornerstone Agency (USA)
In February 2015, Converse officially launched the Converse Rubber Tracks Sample Library, a growing collection of highquality audio samples available to musicians around the world, free of charge. Created in partnership with Indaba Music, a
music technology platform and online musician community, the online sample library is a groundbreaking resource for
millions of musicians to utilize samples to create new music. The library currently offers over 12,000 loops, stems, and
sounds created by emerging and established artists alike at the Converse Rubber Tracks studio in Brooklyn and Converse
Rubber Tracks “pop-up” studios around the globe. Created as an extension of the global Converse Rubber Tracks platform,
the Converse Rubber Tracks Sample Library has already had sample contributions from over 150 talented artists and
musicians of various genres.
Link to the campaign: http://bit.ly/16l5EDG
MIDEM 2015
DISCOVER THE 3 WINNERS (GOLD, SILVER & BRONZE) ON
SUNDAY 7 JUNE AT 16:30 DURING THE INNOVATION SHOW – MAIN ROOM (RIVIERA 7)
2
PITCH SESSIONS ON SUNDAY 7 JUNE 2015 – 12.00 TO 13.00 & 14.30 TO 15.30
MUSIC BUSINESS STAGE (RIVIERA 7)
DANGEROUS BY DAVID GUETTA & G.H. MUMM by My Love Affair (France/UK)
Conceived and produced by My Love Affair, this campaign brings G.H. MUMM Champagne - the official sponsor of the
Formula 1 Championship for the past 10 years – together with superstar DJ.
For the launch of this campaign we came with a question: How could we launch this track in a new way? How could we turn
a classic Youtube music video into an innovative experience?
We came back with a crazy idea: To change the way we consume music video on the Internet since... forever
We created David Guetta - Dangerous - The World's First Double Screen Music Video, a music video you can watch on your
computer and your phone simultaneously, without downloading an app, thanks to innovative coding.
Link to the campaign: http://bit.ly/1I4rLNL
Flesh Roxon on a Zombie Road Trip by Dotted Music (USA)
The challenge: to make Flesh Roxon, a Finnish psychobilly band signed to Live Nation Finland, known outside of their native
country. Instead of targeting music-focused outlets and going the "traditional" marketing route, Dotted Music focused on
what differentiated Flesh Roxon the most — enthusiasm for B Grade horror. Dotted Music partnered with a chart-topping
mobile game Zombie Road Trip to create a special Flesh Roxon-branded bundle, available in exchange for a Like of the
band’s Facebook page. The feature, launched right before Halloween in 2013, brought Flesh Roxon over 50,000 new,
engaged fans in two weeks, and over 200,000 throughout the duration of the campaign.
Link to the campaign: http://bit.ly/1N9kHEB
MIDEM 2015
DISCOVER THE 3 WINNERS (GOLD, SILVER & BRONZE) ON
SUNDAY 7 JUNE AT 16:30 DURING THE INNOVATION SHOW – MAIN ROOM (RIVIERA 7)
3
PITCH SESSIONS ON SUNDAY 7 JUNE 2015 – 12.00 TO 13.00 & 14.30 TO 15.30
MUSIC BUSINESS STAGE (RIVIERA 7)
Hello Play! by We Are Social (France)
Hello bank! is BNP Paribas’ new bank - it’s the first mobile native pan-European bank, based on customers’ behavior and
expectations. To mark its first anniversary, Hello bank! wanted to launch a unique initiative and build a new experience to
develop its brand preference and awareness, in an ever more crowded digital banking sector.
We launched Hello play!, a digital platform that enables its users to support music projects through their everyday music
listening. The more you listen, share, and like music via your usual streaming services (Spotify, SoundCloud...), the more you
collect points (Hello Coins) which you can re-distribute to up and coming musical talents. Hello bank! then converts Hello
Coins into money to finance the projects that you have chosen. With Hello play, Hello bank! has invented the 1st crowd
sponsoring platform dedicated to music. Listen. Earn. Give back. It is free and simple for all Hello players!
Link to the campaign: http://bit.ly/1IJO5eg
Kwettr by Black Hole Recordings (Netherlands)
Kwettr makes and rents out online pop up stores where people can pay using Twitter. Kwettr is the answer to the growing
demand for temporary online stores. Services of Kwettr include personnel for the store, customer service, product
deliveries, Twitter ad campaigns, data analysis, collecting marketing data and recommendations on how to improve
activities on social media. Digital pop up stores can be rent for a certain period of time, or until stock expires.
We did a pop up store for Flashover Recordings, the label of Dutch DJ Ferry Corsten. The pop up store was open for 1
month, we sold tracks, ringtones, wallpapers and remix packs in that store. Resulted in a new remix release of one of the
singles, which made money for the label and artist. Also resulted in 79.000 unique impressions of the brand Flashover, for a
Eur. 0,006 per impression. We built a system that uses #paywithatweet, that filters out all relevant data from Twitter
followers.
Link to the campaign: http://www.kwettr.com/
MIDEM 2015
DISCOVER THE 3 WINNERS (GOLD, SILVER & BRONZE) ON
SUNDAY 7 JUNE AT 16:30 DURING THE INNOVATION SHOW – MAIN ROOM (RIVIERA 7)
4
PITCH SESSIONS ON SUNDAY 7 JUNE 2015 – 12.00 TO 13.00 & 14.30 TO 15.30
MUSIC BUSINESS STAGE (RIVIERA 7)
Momentum Duo by Fred & Farid (China)
Music has always been leading our movement, our heads bouncing on the beats. This time, we wanted to prove that on the
contrary, music can also follow our heads. As part of a more global promotion of the MOMENTUM headphones and
Sennheiser’s effort in fostering music youth talents, an interactive site was developed, allowing users to control the music
thanks to the movement of their head. On the right is Bing Bing, an opera soprano singer, and on the left side is A Bu, a 14
years old piano genius. When leaning the head on the right or on the left, users can discover a different visual and audio
experience each time. The site gathered more than 400,000 page views, with more than 1,30 minutes spent on the site by
visit. On Weibo, the news gathered more than 40 million views, with 14,000 reposts and 8,000 followers increase on the
Sennheiser official Weibo account. The site was awarded Site of the Day on the 18th of December 2014 by the FWA.
Link to the campaign: http://bit.ly/1plBCZM
Press play to give by Edelman Deportivo (Sweden)
In 1979, ABBA donated parts of their royalties for the song Chiquitita to UNICEF. We were asked to highlight this forgotten
fact and bring the song back to life again. Together with UNICEF and ABBA The Museum we came up with an initiative,
called “Press Play to Give,” tapping into platforms like Spotify and YouTube, enabling people to give – just by listening. We
collaborated with the Swedish artist Laleh to make a new version of the song. Our initiative spread all around the world.
Laleh and Björn even got to perform the song at UN General Assembly in New York on November 20, when the Convention
on the Rights of the Child celebrated their 25th anniversary. UNICEF's most secretive fundraiser, the Chiquitita track, finally
received the attention it deserved. Now, even more girls worldwide will have their rights honoured, thanks to the Swedish
pop band who gave up theirs.
Link to the campaign: http://bit.ly/1IsxdMc
MIDEM 2015
DISCOVER THE 3 WINNERS (GOLD, SILVER & BRONZE) ON
SUNDAY 7 JUNE AT 16:30 DURING THE INNOVATION SHOW – MAIN ROOM (RIVIERA 7)
5
PITCH SESSIONS ON SUNDAY 7 JUNE 2015 – 12.00 TO 13.00 & 14.30 TO 15.30
MUSIC BUSINESS STAGE (RIVIERA 7)
Run Cool with Music by Carat Media Service (Hong Kong)
Running has always been an individual sport. Running lovers tend to explore, enjoy and participate in running on their own.
Yet, runners do need companies, to exchange experience, to give support and advice. People barely have a fixed schedule,
location or even mental readiness to run, because they are all busy and stressed. HongKongers want to be successful in
their work, social life and health; therefore they are constantly struggling to achieve a balance, without sacrificing any
aspects significantly. Running moments are therefore difficult to be tapped into via advertising. On the other hand, we
found that music is one key element in the course of running. It is a handy company for runners, especially in nowadays
mobile-savvy world. Runners select the songs best match with their running styles, be it slow songs or rhythmical songs,
their running style is reflected from the song list. Music becomes the universal language that runners speak.
Link to the campaign: http://bit.ly/1FSU6oz
The Scratch Banner by AIAIAI (Denmark)
When launching their headphone collaboration with hip-hop label Stones Throw, Danish headphone makers AIAIAI wanted
to advertise on various influential music websites. However some, statistics show you are more likely to climb Mount
Everest than click on a banner ad. So in order to overcome that, they created a virtual turntable and LP that you could
interact with - and scratch the music of Peanut Butter Wolf - in real time. The result was that thousands of people engaged
with the content, that got substantial PR and social media exposure, which again helped the special edition sell out and
quite possibly a few people re-evaluate their opinion on web banners.
Link to the campaign: http://bit.ly/1cr847y
MIDEM 2015
DISCOVER THE 3 WINNERS (GOLD, SILVER & BRONZE) ON
SUNDAY 7 JUNE AT 16:30 DURING THE INNOVATION SHOW – MAIN ROOM (RIVIERA 7)
6