The Rubber Band
Bronze - Dimensional Mailing - Singapore Raffles Music College
Issue 24 | September 2012
Agency
DDB Singapore
Creative Team
Chief Creative Officer: Neil Johnson Group Executive Creative Director: Joji Jacob Creative Director: Thomas Yang Copywriter: Adrian Yeap Art Director: Khoo Meng Hau
Production Team
Sound Design: Fuse Adventures Producer: Kimie Ong Director: Jason Kay Post Production: Momentum Print Production: Samantha See
Other Credits
Account Supervisor: Rowena Bhagchandani
Background
Singapore Raffles Music College (a partner of the London College of Music) offers world-class music education for people of all ages and skill levels. However, it was deemed to be 'elitist' and 'highbrow'.
Idea
Music schools always send CDs of their students performing. This turned the traditional CD case into a musical instrument, inviting the audience to disocver their own talents. It clearly demonstrated how music is at anyone’s fingertips, both literally and figuratively.
Results
Within 5 days, the beginner music course was oversubscribed. The Rubber Band garnered a 43% response rate and raised enrolment enquiries 6-fold.
Our Thoughts
What I love about this is it looks exactly the same as every other music college mailing – a CD of the music their students have produced.
C’mon, you’re never going to listen to an amateur bashing out the Moonlight Sonata when you can hear a concert pianist bring so much more subtlety and feeling to it.
No-one listens to those CD’s. But this one transforms itself into a musical instrument. It is a CD you can play, literally.
Mail is the original interactive medium and defy anyone who gets mailed this not to start trying to twang out a melody with the rubber bands supplied.