Strategy
The strategy is to create a Showmax music channel that informs the target audience about these undiscovered musicians. The aim is to help them grow, flourish and prosper.
Concept
The strategy will be achieved by showcasing these musicians’ unique skills, talents and traits through the personification of endangered species in Southern Africa. Each musical creature belongs to a specific genre that is represented by a certain habitat.
Execution
Five musicians and one band was chosen and illustrated by using the technique of lino. The lino gives it an authentic African look. Each musician and the band were paired with certain characteristics of endangered species of Southern Africa that resembles their unique musical skills and talents. Bold colors were used to resonate with the millennial group of the target audience.
The campaign consists of four phases
Phase 1
The main goal is awareness. The target audience is enticed by a statement that makes them curious to find out more about the hints that are given of a certain musician. This phase makes use of the Blippar app that leads the viewer to a clue on how they could find out more about the statement. To download the MUSA PLAY app which is the game of the campaign. Posters, ambient, a hand-out, outdoor advertising and social media are used to achieve this objective.
Phase 2
This phase is where the participant downloads the MUSA PLAY app. The game consists of levels where the participant has to help the musical creature grow and live through each level where they discover a certain skill linked with the musician. Digital posters are used as a “pop-up” throughout the game.
Phase 3
In this phase the participant receives direct mail after they’ve downloaded the game. They receive an interactive booklet that explains the goal of the campaign and how the elements work. They also receive sound cards with the musical landscape of each musician that explains the animal traits in terms of their own skills and talents. A collectable poster and bumper stickers serve as promotional collateral. Random stickers of animal parts are also given with the goal to motivate them to collect the promotional posters, where the stickers used.
Phase 4
The second part is where the participant has to go to a certain location (given through clues) in order to complete their collection. A t-shirt and another interactive poster are up for grabs.
