For Best Integrated Campaign

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For Best Integrated Campaign Boomerang Awards 2009
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Intro
At 50, Madonna is one of the rare artists who
transcends time and race. Since 1983, spanning 3
decades now, she has consistently stayed current
and relevant to fans of all ages.
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The Challenge

• 2008 How do you make Madonnas latest album
  the most exciting yet?

• How will Hard Candy stand out from the myriads
  of digital content available in the market and
  amidst the media clutter?

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The Plan
The Madonna Mania mobile service anchored on one
premium advantage 4 Minutes, the new albums
carrier single was exclusively available via
mobile download (and no where else), weeks ahead
of the CD release ---- a first in Philippine
music.
The contents were made available in several
formats and accessible via WAP, SMS and MMS so
subscribers can get a piece of Madonnas Hard
Candy regardless of any handset (from the most
basic to high-tech phones).
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The Plan
Download Promo Download any madonna content to
earn points for a chance to win a Gucci bag
1Million cash. Contents available

• RBT

• Full Track Music

• True tone

• Wallpaper

• Themes

• SMS Trivia

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The Plan
Download Promo All downloads are available via
SMS and WAP.
WAP
SMS
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The Plan
Free RBT Trial For 5 days, subscribers can
enjoy 4 Minutes RBT for FREE.
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The Execution

• To generate awareness, the mobile service was
  launched via an omnimedia campaign.
• Above-the-line

TVC
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The Execution
PRINT
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The Execution
RADIO
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The Execution

• Billboard

b. Below-the-line
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The Execution

• Posters

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The Execution

• CD inserts

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The Execution

• 5 Weekend bar tour

Madonna parties were held in the hippest bars
over a period of 5 weekends. Downloads were
promoted to gain free entrance win Hard Candy
merchandise.
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The Execution
c. New Media

• Web

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The Execution

• Flash Ad in Outgoing Emails every outgoing
  email became an advertising
• medium for hard candy

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The Execution

• Email Blast

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The Execution
d. Mobile

• SMS Broadcast

• MMS Broadcast

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The Results
The Madonna Mania mobile service generated
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The Results
4 Minutes was available on mobile weeks ahead of
album release a first in the Philippines music
industry.
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The Results
The availability of Hard Candy contents in
several formats allowed subscribers with the most
basic handsets to high-end phones to get a piece
of Madonnas Hard Candy.
Infotext, Wallpaper, Themes, Caller Ringtune,
MP3, Fulltrack Music, Videos
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The Results
The highly creative campaign successfully
utilized and integrated traditional and new media
which hit the market 360 degrees.
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Thank You!