Titolo | The Provider Bash Songs |
Agenzia | DDB Hamburg |
Campagna | The Provider Bash Songs |
Cliente | Telekom Deutschland GmbH |
Marca | Deutsche Telekom |
Data di Prima Diffusione/Publicazione | 2019 |
Settore | Servizi per la telecomunicazione |
Filosofia | Poor network quality is no fun. When a song buffers and doesn’t play smoothly, it’s annoying to anyone. That’s why we wanted to convince customers of competitors to switch to Deutsche Telekom and Germany’s best-rated network. To reach young audiences, we addressed them when they least expected us, but good network quality matters most: while streaming music. Spotify’s data tracking allowed us to target users based on their network provider and music taste. We used these data-insights to create personalized ads in the form of songs. Each of them in the specific style and slang of the users preferred music genre – from pop to country. With lyrics referring to the respective providers people used. That way, we were able to deliver highly customized messages in a highly relevant moment – to all listeners using a provider other than Telekom. To reach all those who were not using Telekom’s best-rated network yet, we used Spotify as our campaign platform. Spotify’s intelligent data tracking enabled us to identify which network providers people were using and what type of music they liked. Based on this information we created highly customized songs with lyrics referring to the respective providers people were streaming with. We then specifically delivered these personalized songs to users of other providers in the music genre they preferred. The whole new way of using data about the providers in use allowed us to address only our competitors’ customers and consequently to target more efficiently. Identifying users’ favorite music genres made each spot more relevant for them and increased the chance that they liked our ads. A young target audience that is interested in music streaming is difficult to reach via traditional media and standard messages. As media use is mostly done on mobile devices, streaming platforms became a media of choice. However, there are limited possibilities for advertising on these platforms. Furthermore, people are used to get simply everything on demand and to simply ignore all online advertising. Loud and annoying radio-ads are just being clicked away. To be received by users, ads need to perfectly blend in with the platform’s content. That’s why we decided for a song-campaign on Spotify. |
Tipo di Media | Interattivo |
Lunghezza | |
Executive Director Client Services | Katrin Spiegel |
Media Agency | Mindshare Germany |
Account Director | Franziska Fischer |
Group Account Director | Juliane Weber |
Chief Creative Officer | Dennis May |
Managing Creative Director | Fabian Roser |
Executive Creative Director | Karsten Ruddigkeit |
Creative Director | Mark Räke |
Senior Copywriter | Helge Hoffmann |
Senior Art Director | David Baertz |
Art Director | Clara Sanchez-Alonso |
Agency Producer | Meike van Meegen |
Casa di Produzione | MOKOH Music GmbH |
Casa di Produzione | Hastings Music GmbH |
Music Producer | Stephan Moritz |
Music Composer | Matteo Capreoli |
Music Composer | Stephan Moritz |
Voice | Alexander Döring |
Voice | Nick Bolton |