| Title | 1 RECORD DJ (1RDJ) |
| Brand | BAVARIA |
| Product/Service | BEER |
| Category |
A06. Original Use of Music |
|
Entrant Company
|
LEMON SCENTED TEA Amsterdam, THE NETHERLANDS
|
|
Contributing Company 2
|
LEMON SCENTED TEA Amsterdam, THE NETHERLANDS
|
|
Contributing Company 3
|
FIRST DAY OF SPRING Amsterdam, THE NETHERLANDS
|
|
Contributing Company
|
MINIBAR Amsterdam, THE NETHERLANDS
|
Credits
| Gijsbregt Vijn |
Lemon Scented Tea |
Managing Director |
| Peter Kan |
First Day of Spring |
Managing Director |
| Jeroen Fontein |
Epiqurus |
Artist Manager |
| Coert Buiting |
Lemon Scented Tea |
Art Director |
| Rogier Dekker |
MINIbar |
Production Manager |
| Mike Fugers |
MINIbar |
Director |
| Vava Stojadinovic |
MINIbar |
Editor |
| Rogier Heijning |
Lemon Scented Tea |
Creative Director |
| Miriam van Dijk |
Lemon Scented Tea |
Account Director |
| Bardo Roodnat |
First Day of Spring |
Production Manager |
| Fleur Runhardt |
First Day of Spring |
Project Manager |
| Michelle Schepper |
First Day of Spring |
Project Manager |
| Myriam van Engelen |
Lemon Scented Tea |
Strategy |
| Nicole Nouwens |
Lemon Scented Tea |
Account Executive |
The Campaign
The challenge was to make Bavaria the hero of the Dutch festival season 2015. To do so we said were going to create the summer hit of 2015. Easier said then done... In order to make a hit we had to work closely with the big names in the industry that have the talent and the connections to pull this stunt off. So the concept was key to get everyone enthusiastic. When we came up with the ‘1 Record DJ’, a DJ that produced only one record they all wanted to join in.
We first created the track in close corporation with Epicurus, an international artist management company and Spinnin Records, the biggest independent record label. While developing the track we asked for input through a pre-release. This way we involved renown DJ’s and made them part of the hoax. The final track was played by DJ’s like Tiësto and Martin Garrex.
Soon as the track was released and plugged in the Spinnin Records and DJ’s networks at he press picked up the story about this mysterious DJ. We created Facebook posts, Twitter messages and Vines on Facebook, Twitter and Vine itself.
The 1RDJ was Bavaria branded in a smart way and appeared in many articles, blogs and video’s. To reveal it was all a Bavaria hoax the 1RDJ was allowed to play on the main stage with his own track. At the end of the track we revealed the Bavaria logo and pay-off on a huge screen behind the DJ booth. A press kit and an after movie were made to send to the press.
430.000 views on YouTube.
Soundcloud 127.000 plays
Earned online impressions: 4.000.000
(Dutch Cowboys, Thump, Dumpert, XITE, Manify, DJMag, Gierigegasten, Dance,nl, Little Hedonist, Check Out The Latest, SickMusicDaily, Shazam, YourEDM)
We created a music track, by working together with the biggest independent record label (with a huge fanbase). It became one of the summerhits in the dance scene in Holland. The track appeared in the top 10 buzz tracks list and was played by DJ’s like Tiësto and Martin Garrex. Also many national and international people in the music scene wrote about this mysterious DJ with just one track on his name.
At Youtube the track was played over 436.000 times. The DJ was Bavaria branded and appeared in magazines, blogs and youtube video’s.