From April 21, and for two months, and Arthur Rexona Girl Schlovsky / Mindshare offers music fans the opportunity to record a first album and watch the filming of the Christophe Maé video clip. Thanks to the agreement signed with Warner Music France. This marketing initiative is part of the campaign to promote the new deodorant Rexona Girl Music Fan, aimed at girls aged 11 to 16. To participate in the casting, they connect to the site www.kou2cho.fr. A video camera guides the future candidate through the studio and request her to enter a mobile number to be able to participator. The producer immediately calls the girl back and offers her the opportunity to record her own version of “On s’attache” and thereby participating in the contest. Once the song is recorded, it is put online, minutes after moderation. All pieces are then broadcast in a gallery site, where visitors are invited to vote . Among the 20 candidates receiving the most votes, a jury of professionals determine the three finalists. They are then invited to a day of studio recording, where each performs a different Christophe Maé track. Each recording is available on the website to vote for the best singer. Finally, the winner is invited to the filming of the clip by Christophe Maé. They also receive a diamond engraved with his name and 100 CDs. So, as you can see things have progressed but we are still building our application... this campaign hits about 6000 interactive calls a day, here are some slides which illustrate the campaign
This campaign is all about: impact
And emotional engagement
The girls are just glued to their screen whilst they are in the studio they receive that call!!
Then the recording is place online in a gallery where they and their friends can listen and vote on the recorded session of on s’attache!
This is a brand engagement campaign which actually reaches beyond emotional enagement And brings us into the realms of emotional attachment with the brand!!
SUPER SLIDE This Rexona campaign demonstrates the emotional power SIP / VoIP can deliver. Young girls glued to their screen and mobile phone. In fact this is changing marketing at the elemental level , where everyone has their 15 minutes of fame. Lets look how we measure results!
Ladies and Gentlemen, I am here to talk about Call on Cue Campaigns and I have some good news and some bad news: Bad news : I am not going to be doing the Sony Ericsson casestudy -----Ahhhh I know, I know – I’m sure you are devasted . The good news is I’ve replaced it by a Unilever campaign for Rexona! YEAH!!! I thought I would dump this on the organisors up here because timing is EVERYTHING!!... Well we’ll get to the cases, all I want to do right now is show you something to make you feel gooooood !! Relax and enjoy.
![The online casting ,[object Object]](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)