The challenge is how to stand out in the clutter (with many brands on Music) and fight for the share of attention among 18-34 year-old, the better connected and informed, more influential and more media picky crowd.

The key objective is to increase brand awareness.

MUTESIC: A mobile phone add-on we designed that lets you enjoy your music on any player and helps keep you safe and aware while on the road. It syncs with your current location using GPS and lowers the volume of your music when you approach busy road intersections. This ensures that they can still hear ambient and potentially warning sounds to avoid accidents.

The overall Brand awareness almost doubled with 48% increment.

In less than 30 days:

-Over 3.8 Million Media Impressions

-55,988 Shares on Social Media

-Over 100 Pieces of Media Coverage

-Followers on Douban (China’s most popular interests based SNS), Weibo and Youku (China’s equivalent of Facebook and Youtube) increased by 68%, 80% and 54% respectively.

But the most important thing is music lovers in China can now lower their risk at busy roads.