Stephan Moritz
Music Producer at Ogilvy Germany
Berlin, Alemanha
TituloThe Provider Bash Songs
Agência
Campanha The Provider Bash Songs
Anunciante Telekom Deutschland GmbH
Marca Deutsche Telekom
Data da primeira Transmissão/Publicação 2019
Sector Empresarial Serviços de telecomunicações
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 de Mídia Interatividade
Comprimento
Executive Director Client Services
Agência de Mídia
Director de contas
Group Account Director
Chief Creative Officer
Managing Creative Director
Director executivo criativo
Director criativo
Senior Copywriter
Senior Art Director
Director de arte
Produtor da agência
Produtora
Produtora
Music Producer
Compositor
Compositor
Voz
Voz

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