| Title | JOHN MOOSE ALBUM RELEASE |
| Brand | JOHN MOOSE |
| Product/Service | ROCK BAND |
| Category |
A01. Activation by Location or Proximity |
|
Entrant Company
|
MARCUS SJÖGREN Karlstad, SWEDEN
|
|
Advertising Agency
|
MARCUS SJÖGREN Karlstad, SWEDEN
|
Credits
| Marcus Sjögren |
Marcus Sjögren |
Copywriter |
| Tobias Norén |
Bacill |
Digital Director |
Creative Execution
Two weeks before the album release, we pre-released the album in a mobile app. The music was free to listen to, but only under one certain circumstance. The user must be in the woods in order to listen to the music. The unique limitation fits the albums theme of the human connection with the woods and the ambivalence between civilisation and the nature.
The album release was a success. Newspapers, tv and radio all around the world talked about the band. They went from unknown to getting a tour booked. The global media impression was over 35 millions. All on a total budget of $0. And best of all, a lot of people discovered their wonderful music.
The Swedish five-piece band John Moose, barely known outside of their small hometown, was about to release their debut album. The album and their music tells a story of a mans inner fight between civilization and nature. Our mission was to launch it in a new way and create as much attention as possible.