Archives for: December 2007
12/21/07
music, malls and marketing
KMT Creative Group and their client, CBL & Associates Properties, Inc., tapped iV music’s expertise for a campaign that forged an increasingly familiar relationship between a corporate brands and an artist.
CBL, one of the largest and most active owners and developers of malls and shopping centers in the country, was in the process of creating a new advertising and marketing campaign for its portfolio of 86 regional malls and open-air centers. When they contacted iV about music to brand the campaign, we immediately saw the opportunity to build a branded entertainment solution for KMT and CBL. We set out with the client’s blessing to find an artist that could supply not only a voice but a face for the campaign.
At the same time, we created an original piece of music that riffed on older, big band standards and drove home the campaign’s theme of “treating yourself” in a way that would connect with our client’s target consumers: female shoppers ages 25 to 54. At the same time, we worked to find an up-and-coming artist who could carry the piece and represent the brand. That artist was Matt Belsante.
“Treat Yourself” was cut in both English and Spanish by the 23-year-old Belsante who’s voice is reminiscent of other youthful crooners like Michael Bublé and Josh Groban. Matt was also featured in the commercials and in as the platform for radio and television spots as well as a behind-the-scenes video has become a favorite download on mall websites while also being available on YouTube, MySpace, Facebook and other viral video portals.
In addition, iV is helping to outline and co-ordinate other aspects of the campaign that will include ring tones, MP3 downloads, special promotions and a mall “tour” that will allow both CBL and Belsante to benefit from the unique cross-marketing opportunities that the campaign affords both brands.
It’s just another example of how iV music group operates as an audio branding company, partnering with our clients to bring them innovate marketing strategies that reach beyond simply creating a commercial score.
10:04:48 am, Categories: noteworthy
iV : where audio and advertising meet
we are a creative community of audio and marketing professionals, focused on providing strategic audio branding for a wide range of global agencies and brands. with an emphasis on strategy, execution and innovation, we offer consultation, education, music supervision, original music production, re-recording, audio logo development, music licensing, rights negotiation, sound design, branded content and audio post production. we'd like to think we're pretty fun to work with, too.
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