In Argentina, It Pays to Move Like Lorde

Music Lovers Earn Discounts on Album Based on Analysis of Their Dancing

Published On
Nov 12, 2014

Editor's Pick

To boost sales of Lorde's new album "Pure Heroin," music buyers were offered a discount if they could imitate the 18-year-old singer's distinctive, jerky dance style. BBDO Argentina and its client Universal Music reached out to Argentina's record stores and prospective customers were invited to create a video of themselves moving like Lorde. The agency used kinetic technology to develop software to analyze the dances and see how closely they matched Lorde's own vigorous movements. A 38% match, for instance, scored a 38% discount on the album price.

"People could participate in two ways," Hernan Zamora, BBDO Argentina's director of innovation, told Creativity. They could either use a special booth -- placed in 12 record stores, popular bars and at a big local music festival -- or create and upload their own video.

Mr. Zamora said more than 52,000 people used the booths, and some 13,000 won discounts on the album. But wait, there's more. The top prize for the "Move Like Lorde" contest was a trip to Los Angeles to meet the singer.

Credits

Date
Nov 12, 2014
Brand:
Universal Music
Client:
Universal Music
Agency:
BBDO Argentina/Sartoria Comunicazione
Advertiser:
Universal Music
Executive Creative Director:
Rodrigo Grau
Executive Creative Director:
Ramiro Rodriguez Cohen
Creative Director:
Patan Tarazaga
Creative Director:
Daniel Minaker
Innovation Director:
Hernan Zamora
Art Director:
Bruno Barbosa
Copywriter:
Andres Aguilar
Production Company:
Raya Producciones
Director:
Lindatv
Executive Producer:
Juan Manuel Matta
Art Director:
Sole Calvano
Post Production:
Lindatv

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