#onholdmusiclive
Shacketon
Issue 46 | March 2018
Agency
Shackleton, Madrid
Creative Team
Creative Executive Creative Director Juan Silva Creative Team Antonio Herrero, Roberto Albares, Pablo de Castro Production Audiovisual Production Manuela Zamora, Cristina Cortizas Digital Production Lucía García, Jesús Olmos, Francisco Ortiz Creative digital Team David Ballester, David del Valle
Production Team
Production Management, promotion & agency Beat Music Musical Production Jordi Civit, Silvia Pellico The On Hold Music Live Band Lucas Alvarez de Toledo, Paul Castejón, Pablo Serrano, Pez Mego, Alex Olmedo, Diego Montoto, Iván Mellén Streaming QTC & Live Audiovisual
Other Credits
Other Account Team Annette Barriola, Sara Chavez, Andrea Stelluto
Date
December 2017
Background
As Christmas approached, the festive spirit could be felt in almost every aspect of life. Except one. The world of canned telephone 'hold' music.
Shackleton, one of the most inventive agencies in Spain, felt they should do something about this.
Idea
Instead of playing canned music to callers who had to be put on hold when they called the agency, in the run-up to Christmas 2017 Shackleton gave them a live band to listen to. While callers waited to be put through, they could make song requests from an authentic blues band that had been installed in one of the agency conference rooms.
From December 13th through to Friday December 22nd, from 9am until 11pm every day, the band played live to every caller to their Madrid, Barcelona and Santiago (Chile) offices.
It was all livestreamed to www.onholdmusiclive.com
Results
- More than 1,500 mentions in social media.
- More than 400,000 users impacted.
- More than 10,000 visits to the website.
- More than 500 calls with live music when on hold.
- One of Adweek's 7 best Christmas campaigns in the world.
Our Thoughts
Founder and CEO Pablo Alzugaray has been quoted as saying:
"We do these things to celebrate this festive time of year but we do it also to show the effectiveness of mixing creativity, content and technology, which is the essence of what we sell."
Precisely. This fabulous idea is a demonstration of the agency's capabilities. It's fun, it's relevant and it's accessible. Honestly, some of the digital ideas agencies put out this year were just way too complicated. Here's an agency using the relatively ancient and unused medium of the telephone and having fun with it to such an extent over a million people got to hear about it.
Now, wouldn't you like them to do that for your business as well?