UPC Songfest
When European telecommunications giant UPC wanted to motivate managers in 11 different countries, we created Pump Up the Volume, a multimedia parody of the annual Eurovision Songfest Competition television show. Weekly Songfest episodes included comic backstage plots and corporate anthems in a range of genres—disco, folk, jazz, R&B, opera, heavy metal, reggae, indie rock, rap, country, and funk—"performed" by animated versions of the Managing Director, CTO, Marketing Director, and Customer Care Director of each UPC national subsidiary. The campaign went to the top of the charts, with record customer growth during what is usually UPC's slowest season of the year. Rock on!
Weekly episodes—each with a custom-made musical number in a different genre—were distributed as podcasts to UPC employees via iTunes.
KJ this: the weekly episodes were also collected on a DVD complete with a follow-the-bouncing-ball singalong feature.
The DVD packaging included Behind the Music-style bios for each "band."
Campaign posters were plastered across UPC offices just like concert posters back in the college dorm.
