Creative SolutionThe aim was to get as many Sydney creatives as possible to experience the Noise brand (their people and their premises) and get a taste of their abilities.We decided to hold a ‘Noisy’ inter-agency ping-pong tournament,at the Noise offices. Sydney’s top ECDs got a customised mini ping-pong table designed to house two iPhone 4s – and two ping-pong phone covers.With a free ‘Noise Pong’ app the DM became interactive. This was supported by a web video where a match is decided by sound or ‘Noise’.

Both featured novel sounds and original music by Noise.

Noise International is a Sydney-based sound studio specialising in sound design and music composition for the ad industry.As we all know, advertising is highly competitive – with lots of different sound studios competing for agencies’ business.The task was to raise the client’s profile with 40 top Sydney agencies, and attract new business by showcasing their sound design & music capabilities.

Of 40 DM packs sent to Sydney agencies, 24 agencies signed up and took part in the tournament (a total of 96 creatives) – a response rate of 60%.Another 100 agency supporters attended – a total of nearly 200 people.At last count, the app had been downloaded 16,603 times.The video reached 2,300 views on Vimeo in 5 weeks.15% of new business was a direct result of the campaign.

As a DM pack, it was completely unexpected. On top of being surprising and physically engaging in its dimensional nature, the pack facilitated an interactive experience, delivered at the hands of an app. And as a solo or 2-player game, the pack encouraged social interaction too.Because the pack housed an app, it provided the perfect vehicle for showing off Noise’s sound and music capabilities. And in conjunction with the web video, the pack appealed to a wide creative audience, across the key disciplines of direct, digital and mainstream.