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Midem 2013, a succesful mix of brands, artists and interactivity

côte d'azur | …news & info

1 February 2013
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Midem 2013 was a successful mix of brands, music and interactivity. Around the people gathering to all the meetings and stands, it was a certain vibe of successful communication between ideas behind companies, artists, guests.

All the professional study cases like that of Swarovski, Paco Rabanne, Reebok and many others showed once again that business is, besides everything, a mix with celebrity and music. Music is at the center of all the branding actions. For the Svarovski case, the new digital campaign brought to center an exotic singer, Brisa Roche to talk through music about The Kingdom of Jewels.  We think is a great choice as the singer has a kind of mysterious look and a voice that can cross over. For Svarowski, campaign goes beyond that targeting more and more digital fans around the world.

Paco Rabanne has definitely a music focused campaign, bringing the rock vibes to its perfume commercial, Black XS. In this case, Universal Music and the brand signed a contract to create innovative brand entertainment through exclusive videos and live experiences during concerts and transmitted from different angles directly to the viewer wherever he is. Icons like Izzy Pop in the commercial rocked the ad.

Still digital, still interactive, still musical: for Reebok also the campaign "I am Classic" is delivered through Facebook connecting their artist ambassadors with their public and fans. It is an interactive platform where the brand could transmit its message. Facebook was the right platform for them to connect as many and different audiences as possible.

We met also Timati, best known for its collaboration with DJ Antoine and the hit "Welcome to St Tropez". Timati is a successful Russian hip hop artist that lived in US for several years and connected to influencial people like Puff Daddy, Snoop Dogg, Eve. Inspired by them, he became also a businessman launching his own line of clothing intituled Black Star.

Occasions like this can inspire guests to start up their own dream, directly connecting to artists that tell their stories and communicate their road to it. Also, brands seemed really opened to know new artists, to embrace new ideas and start new collaborations. It only needs the genius sparkle to enflame the moment.

We are living more and more in a digital era where everything goes online and everyone can connect. Mobile applications are more and more used, internet campaigns, Facebook, Youtube are great platform to reach a various audience. Still, above all there is one thing that connects them all and this is ... music. We found music at Midem 2013! 

Editor: Andra Oprea