| Title | TRACK MATS |
| Brand | BROWN-FORMAN |
| Product/Service | JACK DANIEL'S |
| Category |
A04. USE OF AMBIENT MEDIA: SMALL SCALE |
|
Entrant Company
|
CRITICAL MASS Calgary, CANADA
|
|
Advertising Agency
|
CRITICAL MASS London, UNITED KINGDOM
|
Credits
| Alistair Campbell |
Critical Mass |
Executive Creative Director |
| Jason Keet |
Critical Mass |
Creative Director |
| Michael Robinson |
Critical Mass |
Senior Designer |
| Huda Aziz |
Critical Mass |
Designer |
| James Hodson |
Critical Mass |
Copywriter |
| Tom Cole |
Critical Mass |
Head Of Technology |
| Al Scott |
Critical Mass |
Creative Technologist |
| Alistair Millen |
Critical Mass |
Planning Director |
| Phoebe Williams |
Critical Mass |
Senior Project Manager |
Results and Effectiveness
Respected music publication NME has given JD Track Mats and the wider strategy of ‘supports local music’ a lot of positive coverage.
The campaign drove positive sentiment across the music industry - crucial, because the brand needed the full co-operation of the band and their label if the strategy was to be activated successfully.
Regarding the physical results: Over 2,000 tracks were downloaded across the 6 artists. The visitors who visited the web experience to listen and stream the music had an average dwell time of 9 minutes. This is 4x higher than previous campaigns for JD Music.
Creative Execution
We gave the bands bigger exposure within iconic music venues that JD had sponsorship rights within, and looked at what media placements were available within the venues - and were struck by the opportunity the beer mat could give this campaign. So we took the humble beer mat and turned it into a mobile music distribution platform.
We created 6 different beer mats to promote 6 different bands and their latest single. By interacting with the beer mat via NFC, QR Code or a URL you could sample each track and then download it for free.
Insights, Strategy and the Idea
Jack Daniel's wanted to support local music by giving exposure to up coming bands that helped the bands themselves and also their record labels, the people who are trying to uncover the great Rock and Roll artists of tomorrow. Jack Daniel’s wants more Rock and Roll stars - because Rock and Roll stars love JD.
Unfortunately it’s no secret that the rock and roll industry these days is struggling. Small venues are closing and local bands are finding it harder to ‘make it’. Jack Daniel’s wanted to help and we created a music strategy termed “supports local music”. A key execution within this was working with small record labels to find up coming bands and then through JD give them bigger exposure.