CASE STUDY: Leo Burnett brings alternative sound to HK

Background

In Hong Kong, there's only ‘entertainment'. There is no music industry. Television, radio and other major channels are dominated by giant record labels.

Aim

Zoo Records is a celebrated alternative music store dedicated to breaking the monopoly of mainstream music, and exposing the public to the world of alternative sound.

Execution

Leo Burnett took 14 indie bands and embedded their songs and profiles into 14 different QR Codes. These were then assembled into the shapes of animals and posted all over Hong Kong.

People who scanned the QR Codes in the animals with their mobiles were rewarded with band info and refreshing new songs. By scanning different parts, they could listen to different songs, exploring all the hidden sounds of the city.

They could also buy any of the songs directly from their mobile, as well as share it on Facebook and other social media.

Results

Countless people shared their newly discovered music on Youtube, Facebook, Twitter, and personal blogs. More importantly, more than half of the 14 bands sold out their albums within the first week.

Credits:

Project Hidden Sound
Client Zoo Records
Product Hong Kong Indie Band
Creative agency Leo Burnett Hong Kong
Duration March 2010
Exposure Outdoor