VP: Hernán Ibañez
CD: John Castrillón
AD: Mauricio García
Copy: Laly Boiso
AWARDS
ADDY WEB Gold 2016 American Advertising Awards
The Challenge
Verizon wanted to attract West Coast multicultural millennials to their stores to drive sales, increase awareness, and foster brand love.
The Background
We knew young millennials love music and are really passionate about what they like.
We also knew that the West Coast is home to some of the world’s greatest, newest, and most diverse indie bands, and that these local bands need technology to expand their fan base and promote themselves effectively using social media.
Verizon’s technology could help take these bands to the next level.
Somehow, we just needed to marry these three things together into one idea.
How we did it
We created a virtual music festival called Musica Unsigned. A microsite where technology connected fans with local bands to help their musical goals become a reality.
The fans were the emissaries. They could use the site to speak out on behalf of their favorite local indie artists, giving them the chance to make it big.
The bands had the mission to share their music with the world, prompting their fans to enter the microsite, listen to their music, and vote them up the ranks. And Verizon empowered them with the Musica Unsigned toolkit, to help them develop and promote their music.
All digital and social channels were engaged to spread the news via the #musicaunsigned.
Finally, a panel of award-winning producers and top music execs chose the winner band from the 5 top voted by the fans. The award? A professionally produced & recorded single.
Results
The site was awarded the Webawards 2016.
Website
Print Ad
