News & Views

midem / Competition Winners

by Contagious Team

Music tradeshow honours best use of music in advertising

midem, the world's largest music industry tradeshow, hosted in Cannes in late January, announced the winners of this year's competition to celebrate the best use of music in marketing.

Vodafone Hungary was announced as the winning client for its Soundmapping work in the category for Best Use of Music/partnership with an Artist in a Marketing Campaign. Targetting a youth audience, the campaign saw Hungary's well-known musician Yonderboi orchestrate an electronic pop song by piecing together sound samples. People submitted samples of everyday sounds, like a stone plunging into water or a breaking piece of glass. Yonderboi created songs based on those sounds and performed them at an exclusive concert hosted for campaign participants, which was streamed live on YouTube. Online viewing time averaged 22 minutes; the campaign reached two million people on Facebook.

The commercial produced for launch of the HTC EVO 4G LTE by telecommunication provider Sprint won in the category for Best Music Placement in a TV commercial. Leo Burnett, USA, helped the brand remake the song I'm Always in Love by Wilco utilising the music-focussed features of the smartphone itself.

midem is a Contagious partner.