Title | MIELE STIRIO RECORDS |
Brand | MIELE |
Product/Service | MIELE |
Category |
E09. Brand or Product Integration into Music Content |
Entrant
|
SERVICEPLAN RUSSIA Moscow, RUSSIA
|
Idea Creation
|
SERVICEPLAN RUSSIA Moscow, RUSSIA
|
Media Placement
|
MEDIAPLUS Moscow, RUSSIA
|
PR
|
LOUDER Moscow, RUSSIA
|
Production
|
ANTIDRAMA Moscow, RUSSIA
|
Production 2
|
FANCY STATE Moscow, RUSSIA
|
Credits
Jason Romeyko |
Serviceplan Group |
Worldwide Executive Creative Director |
Ruslan Gadeev |
Serviceplan Russia |
Account Director |
Olga Starichenko |
Serviceplan Russia |
Chief Executive Officer |
Evgenia Arabkina |
Serviceplan Russia |
Executive Creative Director |
Anastasia Boykova |
Serviceplan Russia |
Strategic Planning Director |
Sergei Soin |
Serviceplan Russia |
Lead Account Manager |
Andrey Artyushin |
Serviceplan Russia |
Senior Copywriter |
Ksenia Golovina |
Serviceplan Russia |
Art Director |
Anna Kuptsova |
Serviceplan Russia |
Junior Art Director |
Anastasia Khizovets |
Serviceplan Russia |
Junior Art Director |
Maxim Kazantsev |
Serviceplan Russia |
Senior Interactive Designer |
David Khandamov |
Serviceplan Russia |
Junior Interactive Designer |
Anastasia Gritskova |
Louder |
Head of Communications & Content |
Maria Aleshina |
Louder |
Senior PR Manager |
Daria Tarasova |
Louder |
PR Manager |
Maria Bukina |
Mediaplus Digital |
Digital Manager |
Pavel Tseytlin |
Fancy State Music Agency |
Executive Producer |
Natalia Petrova |
Fancy State Music Agency |
Celebrity Management |
Aleksandr Ivanov |
Fancy State Music Agency |
Producer |
Maxim Golubchikov |
Fancy State Music Agency |
Producer |
Oleg Fedorov |
Fancy State Music Agency |
Recording, Mixing, SFX |
Aydar Sharipov |
Antidrama studio |
Director, Director of Photography |
Igor Virabov |
Antidrama studio |
Director of the second unit |
Evgeniy Disterlo |
Antidrama studio |
Operator Director of the second unit |
Aleksandra Smirnova |
Antidrama studio |
Set Designer |
Daniil Demidov |
Antidrama studio |
Editing Director |
Andrey Borovkov |
Antidrama studio |
Color |
Ilya Petrukhin |
Antidrama studio |
CG Supervisor |
Ivan Oganesov |
Antidrama studio |
Creative Producer |
Maria Gasparyan |
Antidrama studio |
Executive Producer |
Valerya Yudina |
Antidrama studio |
Producer |
Genadiy Zhen |
Antidrama studio |
Production Manager |
Dmitry Tyklin |
Antidrama studio |
Production Assistant |
Why is this work relevant for Entertainment?
When you record music, you need complete silence. That’s why you usually
don’t find a lot of machinery in the studios - especially not washing machines.
But to prove that their washing machines are as quiet as it gets, Miele turned
a real working laundry into a recording studio and started recording tracks live
while the washing machines kept working. By releasing music videos from the
studio, Miele natively integrated their product into specially created music
content relevant for their TA - turning music videos into long-format
advertising with proof of Miele’s quietness.
Background
Miele washing machines are among the quietest in the market - and low
noise level is the key purchase driver in the category. But this home
appliance brand is still relatively unknown in Russia. So we needed our
message about quietness to be very loud.
The brand is premium and has high prices for the appliances, so channels
with the biggest reach normally don’t work for our target audience.
Describe the creative idea
Where do you need silence the most? In a recording studio.
Where do you find a lot of washing machines? In a laundry.
So we took a real working laundry and turned it into a recording studio.
Laundry Records. We kept all the washing machines.
A legend of Russian pop-music and a popular blogger Dmitry Malikov wrote a
special composition for the project – “Keep Spinning”. And we recorded him
playing it live in the studio. All the washing machines kept working right next
to the musicians. We recorded a video for the track, and everyone
could see the machines work in the background.
Specially for those who doubted that the recording was for real, Miele opened
applications for free recording sessions in Laundry Records. And released
those as videos too.
All the tracks were released as an album on all major music platforms to let
everyone hear Miele’s silence.
Describe the strategy
To reach our target audience of wealthy Russians we needed to create
content that stands out, while staying premium and conservative.
We chose a relevant celebrity and integrated our message into new content
from him - a specially composed new track and a music video for it (which the
artist doesn’t release as often).
Then we made sure the news reached them by promoting the project in
relevant press and digital editions, and made the track accessible on all the
major music platforms - Youtube, Spotify, iTunes, Deezer, Yandex.music.
We increased the reach by inviting more relevant musicians to record in our
studio and releasing music videos with them as well, making their fans join
the buzz around Miele washing machines.
Describe the execution
We found a laundry in a hotel’s basement that uses Miele’s washing
machines and turned it into a recording studio. We rebuilt it in 7 nights,
because the laundry was being used during the day. The washing machines
kept working during every take. And our star even lent us his concert shirt to
wash during the recording - and we released the detail later as an easter egg.
We received hundreds of applications for free recordings and chose the
artists most relevant to our target audience. They were invited to Laundry
Records and recorded their tracks and music videos inside. So fans didn’t just
get new music - they got a story and a proof of Miele’s quietness.
Describe the outcome
Thanks to the unusual idea behind the content we got a lot of free PR from
media that wrote about us - over 5,767,000 ₽ worth. The total OTS was
249,906,719 which is almost twice the population of Russia. The CTR of
Malikov’s video was twice higher than the average, and a lot of people got
interested in the project and submitted their application for the next stage. All
of that just during the first week after launch - and the project is still going.