The challenge:Create a launch campaign for a new brand: Muzzia.It's the biggest online music source in Hungary with more than 13m songs.The idea:Muzzia’s new era can only begin when the old era officially ends, i.e. 'dies'. We decided to launch the Muzzia brand by organising the funeral of Muzzia’s ancenstor, the most popular music source of the last decades: the CD. Citylights invited people to take part in the mourning march and ceremony.

Series of video banners with famous Hungarian musicians invited the viewers to the event.On the day of the event, the gathering crowd marched down the most important avenue of Budapest, Andrássy út to arrive to a main downtown square of the city where the ceremony was held.

The results:The biggest TV channels showed reports of 1 day after the funeral, there were more than 36,000 relevant hits on Google when we typed in 'farewell to the CD'.Due to financial limitations, the campaign involved very little media usage. The PR event was only advertised on citylight posters, video banners and Facebook. But since the event raised the attention of television channels and online news portals, we were finally able to get through a very wide range of media.

We produced mourning flags, which were key visuals on the citylight posters, inviting people to take part at the mourning march and the funeral ceremony of the CD. We asked famous Hungarian musicians to tell their last goodbye speeches and invite people to the event; we recorded these speeches and used them as video banners. On the big day, the gathered mourning crowd marched behind the coffin all the way down the main avenue of Budapest to arrive to a square where the ceremony took place. On this very day, the biggest Hungarian television channels and online news portals showed reports of the event.

On the day of the event, Hungary’s major television channels (RTL Klub, TV2, ATV, HírTv) showed reports of the funeral in their afternoon and evening news programmes. 1 day after the funeral, there were more than 36,000 hits on the phrase 'farewell to the CD'. 4 days later this number grew to 125,000.