Malaysian Media Awards Winners Showcase





2015 | |

1st ever Digital Jukebox gives Edge-y soundtrack to business news

Advertiser: PETRONAS Group
Brand: Dewan Filharmonik Petronas
Creative Agency: Zenith Media Sdn Bhd
Credits: -

The Challenge
Malaysian Philharmonic Orchestra (MPO) had launched a new calendar of performances to broaden its appeal beyond classical music enthusiasts. Could we demonstrate the diverse MPO offerings to PMEBs?

The Solution – Insight & Idea
INSIGHT: Research showed millennial PMEBs constantly seek new experiences, and get bored easily. We also knew that PMEBs go online for business news, and are focused go getters. They were critical to MPO because they could afford concert tickets.
STRATEGY: We decided to create a bespoke platform suitable for PMEBs to sample MPO’s new multi- genre content. This platform had to be easy to find, as they scanned pages impatiently for news.
THE IDEA: We devised the first ever Digital JukeBox on the Edge homepage.

The Execution
PLACEMENT: We partnered www.theedgemarkets.com to create the 1st ever interactive rich media Jukebox. This enabled users to sample MPO music as they browsed news. Placed smack in the centre of the homepage, where eye-tracking studies show users focus attention first, the jukebox was unmissable to even the speediest of scanning readers. The unique playlist featured different variation of orchestra music, conveying the variety of musical performances available via MPO. Carefully selected appropriate visual elements matched each different piece of music, thus deepening engagement. Music played while users surfed multiple pages of the site, thus enhancing their site experience.
LINK TO SALES: MPO Jukebox linked visitors to the orchestra’s online ticket booking service, thus translating musical interest into business results.

The Results
We reached 1,138,792 eyeballs and achieved well over the benchmark with 0.23% Click-Through-Rate and 34.9% Interaction Rate. Most importantly, 6 out of 9 concerts were sold out in the following month. MPO’s Jukebox was music to millennial ears!