Sony - BMG
The Brief
Showcase and create awareness for Sony BMG’s onelove release, through relevant CD distribution and sampling.
The Concept
An edgy promotional team distributed a select Sony BMG onelove CD, in and around Sydney and Brisbane. Targeting the opinion leaders, Taboo infiltrated the inner city retail outlets, shopping centres, beaches and CBD’s distributing the sampling material. The 4-day campaign enabled this taste-marketing stunt to fall into the hands of many early adopters and trendsetters.
Complementing this taste driven promotion, the Sony BMG sampling campaign assisted in the launch of the Onelove weekly event in Sydney. Showcasing the latest tunes at this heavily publicised event, enabled brand exposure to partygoers and opinion leaders. onelove was the ideal platform to showcase this new material, generating positive word of mouth about the release.
The Result
- Youth and early adopters were impressed by sampling material and the exposure at onelove party in Sydney generated significant positive word of mouth.
- Generated positive exposure and extended awareness.
- An estimated figure of 20,000 sampling material kits was distributed throughout Sydney and Brisbane.
- As a direct result the launch of the onelove event is Sydney was a huge success with over 3000 attendees on the night.
