Brief: At the end of june 2009, Michael Jackson died. Studio Brussels, a major Belgian radio station felt that they ànd their listeners should pay tribute to the king of pop. We needed a direct approach to all Michael Jackson fans, in order to bring them on the platform, and to strengthen it’s position as the one and only Belgian music chain.
Creative Execution: Instead of just playing some Michael Jackson records, we did something much more valuable, by offering Michael Jackson fans a platform to tribute their hero. Thus strengthening our position as the one and only music chain. The chain that understands music lovers better than anyone else. Describe the creative solution to the brief/objective. So we used his most famous dance move: the moonwalk and created eternalmoonwalk.com A website, where people could easily upload their own version of the moonwalk. By putting the videos side by side, we created the never ending moonwalk. On friday the campaign was launched via some important blogs, Twitter and Facebook. A radiocommercial supported the site, and during their radioshows the studio brussels presenters invited people to participate. Several moonwalk banners were put on music platforms. Every day a new top ten of the best moonwalks was posted online. The direct response was huge.
Results: We got global news coverage. From national networks to CNN. Numerous newspaper and magazine articles. Media coverage valued at over 34.000.000 euros. The most tweeted subject in the world during 3 days. More than 3.900.000 unique visitors from nearly every country in the world. Average time spent on the site: 7 min 14sec More than 15.000 films uploaded , amounting to more than 45 kilometers of moonwalk. (kilometers – miles) The ultimate example of user generated content according to many professionals in the industry. 1.850.000 Google search results. More than 120.000 blogs
Creative Director:Jens Mortier, Joost Berends, Philippe Deceuster
Art Director:Sebastien Devalck
Strategy Director:Stephanie Zimmermann
Owner:Pascal Leroy (Group94)
Marketing Manager:Peter Claes (Studio Brussels)
Marketing Assistent:Katrijn Dewit (Studio Brussels)
Head Of Studio Brussels:Jan van Biesen (Studio Brussels)