Deutsche Telekom - "The Provider Bash Songs"

DDB Hamburg

DDB Hamburg Hamburg, Germany

Премии

3253

Бренд: Deutsche Telekom
Страна: Germany

Рекламодатель: Telekom Deutschland GmbH

Заголовок	The Provider Bash Songs
Агентство	DDB Hamburg
Кампания	The Provider Bash Songs
Рекламодатель	Telekom Deutschland GmbH
Бренд	Deutsche Telekom
Дата первой трансляции/Публикации	2019
Бизнес сектор	Услуги телекоммуникации
философия	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.
Тип медиа	Digital
Длина	120 seconds
Executive Director Client Services	Katrin Spiegel
Медиа-агентство	Mindshare Germany
Директор рабочей группы клиента	Franziska Fischer
Group Account Director	Juliane Weber
Главный креативный директор	Dennis May
Managing Creative Director	Fabian Roser
Исполнительный креативный директор	Karsten Ruddigkeit
Креативный директор	Mark Räke
Senior Copywriter	Helge Hoffmann
Senior Art Director	David Baertz
Арт-директор	Clara Sanchez-Alonso
Продюсер агентства	Meike van Meegen
Продакшн Студия	MOKOH Music GmbH
Продакшн Студия	Hastings Music GmbH
Музыкальный продюсер	Stephan Moritz
Композитор	Matteo Capreoli
Композитор	Stephan Moritz
Голос	Alexander Döring
Голос	Nick Bolton