In a strong, innovative partnership Universal Music and Rynkeby decides to renew the tradition of children’s songs, which has been dominated by a few classics up until now. VOLUME created the concept, facilitated the partnership and added another relevant partner: 88 Føtex ware houses, who invites families in to create their own drawings of classic songs for a new family CD and digital release, “De Store Synger”.
Local star Ida Corr greets the families on a mobile video solution, creating a relevant service for parents involved, a marketing window for Universal Music and segmented permissions for Føtex. All families are invited to snacks, juice and pre-listening in their local ware houses. The product in the end is ten music videos made of the drawings from the contributing families. Communicated via all stake holders’ owned media – print and social media outlets – we generate a national event, that creates great content, gets the artists involved and invite kids and families to drwa together in a relevant marketing campaign for a new album – involving print, mobile, social media and PR – no bought media involved.