"MUSIC MAKES THINGS BETTER. MOG MAKES MUSIC BETTER" is the key message of the Made By MOG campaign. To authenticate our message, we created a range of juice, made from fruit, grown to the sounds of MOG, then unleashed it on music lovers everywhere to promote MOG Music streaming services in Australia.
The campaign website is the hub of the campaign, explaining the science, encouraging users to make their own mixes, and linking through to the MOG sign up page.
The Story, we created a 2-minute quirky humorous documentary style film to introduce MOG to the world, our farmer, and our eccentric French scientist.
Make Your Own MOG mix is the social promotion part of the campaign. It allowed users to create their own playlist using MOG interface and catalogue for a chance to have their personal playlists turned into juice.
The Orchard section showcased the music playlists that each section of the orchard had been listening to.
About MOG explained the features and benefit of MOG through video content.
Juice Sampling
We sent out crates of juice to bloggers and influencers, as well as teaming up with national radio stations to hand out samples on the street.
VICE - Music Reviews by Plants
We partnered with VICE to leverage their audience by creating 'Music Reviews by Plants'. This was hosted by our scientist, and was featured in their magazine and website. Yannick reviewed new release singles to see what effect they would have on plants.
Results
- The FWA Site of the Day
- 200,000+ Video views on YouTube
- MOG subscriptions have gone up by 66%
- 50,000+ visits to the website
- Our apple grower is keen to continue the experiment