NOW

Motorola signed Jay Chou, one of the biggest pop acts in Asia, to endorse their brand for the next 18 months. The first kickoff campaign was done to promote Motomusic, Motorola's music download service in China.

This is the homepage, where Jay walks in and greets the User. On the top you can log-in to your motomusic account and browse the supported phone models.

Here is a close-up of his arm with the tattoos representing the track names of his new album

This close-up holds the specials like music video, wallpapers etc

Check out the site at http://www.motomusic.com.cn/jaychou

The site's idea is to get closer to Jay Chou. This idea has a background. Jay is endorsing a wide range of products in China. One of the most popular brands for example, M-Zone (China Mobile's youth marketing program) is using Jay for many years already, and his face and style in advertising is quite shaped already. He is a fairly in-approachable star. In our site, fans and consumers, get to see a totally different Jay, a more rough, rockstar like person. The navigation lets the user zoom to a super-close-up on his body, where the actual content is displayed as tattoos bleeding onto his skin.

The site offers quite a cool content. You can exclusively download his newest album as MP3 to your mobile phone (of course one has to pay), as ringtones and you can also stream it for free. Additionally there are very rare and intimate interviews, lots of specials like behind the scenes movie clips, wallpapers etc and last but not least a really cool danec mixer, done by Northkingdom.

We created awareness for the campaign with two TV commercials, banners on Baidu (China's Google) and a super banner on motomusic. We also gave 3 unpublished interview videos to Jay's fanclub and associated websites so they could publish it exclusively and encourage trackbacks, and we uploaded them to youtube and to toodou.com, China's equivalent.

For me personally the coolest thing was to be able and secure Northkingdom to produce the work. It was the first time for any client or agency in Asia, outside Japan, to work with a professional interactive production house. Northkingdom's role was to put all the assets together in flash, video, sound and our layout, and also to produce the video mixer, part of the website.

Check out the site at http://www.motomusic.com.cn/jaychou
See the behind the scenes video
Contagious Magazine wrote about it in their newsletter
Media Magazine in Hong Kong picked up on it