Teenagers and youth are never easy to market to. So when Tribal DDB Singapore was asked to build brand affinity for Starhub's online music store amongst the country's youth, the agency knew it couldn't try to advertise directly to them. Instead, it linked their passions for both music and fashion.  RFID chips were placed in eight clothing lines, linking each item with specially selected music, which then played in the change room. Users were sent SMS messages, explaining the song choice with a link for potential purchase. The average click-through rate for the messages was 84 per cent, while paid music downloads increased by over 21 per cent during the campaign.

Grey Group Hong Kong's campaign for the free Re:spect Magazine asked users online and readers to make music from a mere piece of paper. With online video and social media touch points, this engaged the magazine's target audience of music lovers in Hong Kong, and helped to build the brand locally, resulting in a 30 per cent increase in advertising placements.

Tribal DDB Singapore created the Music Moodbox app on Facebook to drive traffic to Starhub's online music store. By analyzing users status updates, it could choose music for them based on their perceived mood. With an average of 15,000 monthly active users, traffic to the music store increased by 53 per cent over the campaign period.