When all music streaming services look and sound the same, how do you make a latecomer stand out in a cluttered market? With only a small budget to promote MOG in Australia, we needed an idea that would make people take notice of MOG and sign up for a product trial.

MOG missed the boat with early adopters. But our research revealed there was an opportunity for MOG to close the technology void for mainstream music fans. Having only just made the leap from CDs to digital downloads, our creative execution including video content, social promotions and a physical product you could hold in your hand (and open and drink!), helped to capture both the practical and emotional benefits MOG delivers to its users. A content and distribution partnership with the pop culture media brand VICE provided valuable credibility and product endorsement.

The campaign is still in progress, but early response has been positive and the week the campaign launched saw a 66% increase in MOG trials. There have also been over 220,000 video views so far.