| Title | THE INSTA AUDIO PUZZLE |
| Brand | POPAGANDA / LUGER |
| Product/Service | MUSIC FESTIVAL |
| Category |
A07. SOCIAL FOR MOBILE |
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Entrant Company
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SAATCHI & SAATCHI Stockholm, SWEDEN
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Advertising Agency
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SAATCHI & SAATCHI Stockholm, SWEDEN
|
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Production Company
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B-REEL Stockholm, SWEDEN
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Credits
| Gustav Egerstedt |
Saatchi/Saatchi Stockholm |
Creative Director |
| Erik Hiort Af Ornäs |
Saatchi/Saatchi Stockholm |
Art Director |
| Petter Dixelius |
Saatchi/Saatchi Stockholm |
Copywriter |
| Louise Erdman Sundh |
Saatchi/Saatchi Stockholm |
Designer |
| Elin Johansson |
Saatchi/Saatchi Stockholm |
Planner |
| Maria Lindskog Klasén |
Saatchi/Saatchi Stockholm |
Account Director |
| Fredrika Frenkiel |
Saatchi/Saatchi Stockholm |
Account Manager |
| Nina Lee |
Saatchi/Saatchi Stockholm |
Community Manager |
| Olov Lagerkvist |
Saatchi/Saatchi Stockholm |
Assistant |
Creative Execution
We composed a cover version of Veronica Maggio's #1 hit song "Sergels Torg" and deconstructed it into four 15 second soundbites. When listening to them one by one, they sounds just like shredded electronic music. But when played together in sync on four mobile phones, you magically hear the song! Four animated videos were created for the audio tracks. On May 16 we let Veronica take charge over Popaganda's Instagram. She posted the clues in one hour intervals keeping the followers guessing all day. When the last clue was posted, it took 5 minutes before the riddle was solved!
The headline in Sweden's biggest newspaper Aftonbladet read: "The riddle has been solved: Veronica Maggio is coming to Popaganda". Popgaganda more than doubled their amount of followers on Instagram and overall earned media reach was well over 2 millon people.
Popaganda is a music festival held in Stockholm. With fierce competition and limited marketing resources, Popaganda need to act different to stand out. On May 16 Popaganda’s social media channels were taken over by the festival’s first booking of the year. The artist interacted with Popaganda’s followers without revealing his/hers/their identity and started posting very tricky audio-visual clues on Instagram in one hour intervals. One by one, the clues didn’t make much sense. By the time the fourth clue was posted, the answer to the riddle was right before our followers ears. When put side by side on four smartphones and played in sync, the audio formed a cover of hit song ”Sergels torg” by one of Sweden’s most popular artists: Veronica Maggio. The first followers to piece the puzzle together, film the result and upload it on Instagram with the correct artist name won 20 tickets to the festival.