Go big, go personal, and go public. That was the general idea behind a brilliant new campaign from music licensing site Musicbed.
“Musicbed, a Fort Worth, Texas-based music licensing company that represents independent artists, wanted to make a splash by spending $500,000 on a digital and out-of-home campaign, deemed ‘Make Them Listen,’ calling out creatives by name to, well, make sure they would notice it,” explains Kristina Monllos in AdWeek.
The idea sprang from the need to get in front of key people at creative agencies, to help expand awareness of their services and strengthen existing relationships in key agencies.
“We’re working in the advertising space,” said Daniel McCarthy, founder and CEO at Musicbed. “We license music to a lot of advertisers. These are the busiest people, the most creative people on the planet, so it kind of became a conversation of, how in the world do you get their attention? They’re advertisers, so they’ve seen everything.”
They knew getting in front of these high-octane agency execs was going to be a challenge. So they took two principles into account:
- the power of personalization; and
- the power of outdoor advertising.
They created hyper-targeted billboards, subway posters, window displays and outdoor ads calling out their targets by name. They grappled with some fears that the targets wouldn’t be pleased, but in the end, the results were fantastic.
“There was a big fear for the last couple of weeks that this would blow up in our face,” McCarthy confided to Monllos. “Like [Barton F. Graf’s] Gerry Graf would take a picture with [the poster] and a middle finger telling us to eff off. Instead, he wrote an endearing message on his Facebook page and congratulated us, which is what we were going for but there was a [moment where we thought] ‘Oh my god, how is this going to work?’ Everyone has loved it.”
I love the unabashed creativity of this campaign, something that physical media supports in ways digital can’t. And I love the idea of this kind of hyper-targeting that still makes a large public footprint.
Rising above the noise can be sublime.