Daniel Minaker
Digital Creative Director at BBDO Argentina
Buenos Aires, Argentina
TitleMove like Lorde
Agency
Campaign Move like Lorde
Advertiser Universal Music Group
Brand Universal Music Argentina
Date of First Broadcast/Publication
Business Sector Culture, Leisure & Sport
Tagline Universal Music challenges you to move like a rockstar
Story Universal Music challenges you to move like a rockstar
It’s hard to move like Jagger or Michael Jackson. And Lorde? Nearly impossible. That’s what inspired BBDO Argentina’s first work for Universal Music. In order to boost sales of Lorde’s latest album “Pure heroine”, the agency used kinetic technology and challenged Lorde’s fans to move like her in order to get a discount on her album. A software registered the movements of the participants and compared them with Lorde’s. The better the imitation, the bigger the discount. 
Philosophy It’s hard to move like Jagger or Michael Jackson. And Lorde? Nearly impossible. That’s what inspired BBDO Argentina’s first work for Universal Music. In order to boost sales of Lorde’s latest album “Pure heroine”, the agency used kinetic technology and challenged Lorde’s fans to move like her in order to get a discount on her album. A software registered the movements of the participants and compared them with Lorde’s. The better the imitation, the bigger the discount. People could participate in two ways: using a special booth placed at placed in 12 record stores, main pubs and at the greatest local music festival, Personal Fest, or they could upload their own videos and the software analyzed them. The prize was a trip to Los Angeles to meet Lorde. 
Problem Objective: to boost sales of Lorde’s latest album “Pure heroine”, 
Result More than 52,000 people got into the booth and more than 13,000 people got discounts on the album. 
Media Type Trade Show Booth
Length
Executive Creative Director
Innovation Creative
Executive Creative Director
Copywriter
Digital Creative Director
Digital Creative Director
Art Director
Director
Production Company

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