T-Mobile: INTRODUCTION T-MOBILE & DEEZER MUSIC

Credits & Description:

Advertiser: T-MOBILE NETHERLANDS B.V.
Agency: ETCETERA
Category: Best Use of Audio
Advertising campaign: INTRODUCTION T-MOBILE & DEEZER MUSIC
Project Manager Digital: Chantal Koster (Etcetera)
Senior Communications Manager: Chantal Van Der Walle (T-Mobile Netherlands B.V.)
Creative Director Art: Gido Van Der Vlies (Etcetera)
Art Director Digital: Billy Witbraad (Etcetera)
Digital Consultant: Marieke Hammann (MediaCom)
Director Brands/Communications: Henriette Van Swinderen (T-Mobile Netherlands B.V.)
Copywriter Digital: Vanessa Burgmans (Etcetera)
Creative Director Copy: Stan Van Zon (Etcetera)
Client Services Director: Danny Van De Wetering (Etcetera)
RTV-Producer: Rosa Staal (Etcetera)
Creative Director Digital: Stephan Gonnissen (Etcetera)
Project Director Digital: Wendy Losse (Etcetera)
Account Director: Astrid Witteveen (Etcetera)
Illustrator: Christian Borstlap (Part Of A Bigger Plan)
Film Director: Mattias Schut (Czar)
Account Director: Tessa Van Der Starre (MediaCom)
Project Manager: Wendy Van Luyck (Etcetera)

Execution
Specially created playlists backed up by targeted calls to action.All playlists were targeted at key moments and promoted only where relevant. Every message included a QR code, allowing our target fuss-free access. All playlists could be shared via Facebook.First TV built awareness of Deezer and highlighted the fact that consumers would soon be able to sample it.Then, we launched high impact out-of-home at transport hubs, to promote playlists celebrating experiences such as “Travelling from A to B Playlist”. Geo-targeting on mobile devices led to “Grey Matter Massage Playlist” and the “Just Missed the Train Playlist” brought around universities and railway stations, respectively.Daily news, the weather and time of day, all inspired their own musical selections as did events such as the Dutch equivalent of the State of the Union address (‘Prinsjesdag’). Finally, we targeted social media users celebrating their birthday, connecting them to a birthday playlist.

Effectiveness
Targets smashed as mobile boosts musical sharing.We sampled 161,000 playlists, 21% higher than our pre-campaign forecasts. Our media activity drove nearly 80% of trial via paid media, owned messages such as emails, newsletters and QR Codes in T-Mobile shows, and earned media from Facebook and Twitter.Mobile accounted for 50% of all visits and these users shared their playlist twice as much as desktop users.Our campaign added thousands of new Facebook fans for T-Mobile (163% above target) and hundreds of new followers on Twitter.

Strategy
The challenge: transform an unknown technology offered by an unknown brand into a clear consumer benefit.Deezer gives you access to 18m tunes and T-Mobile was offering a 30-day free trial. We had to drive take up of this fantastic offer.Unfortunately, consumers were unfamiliar with streaming music services. Even among who already knew about such services, Spotify was the only name in town.We identified two clear insights:First, because Deezer was browser based and didn’t require an app (like Spotify) it would be easier to trial.Second, with 18m tracks Deezer could provide the playlist for any and every occasion.Our solution was to create bespoke playlists on Deezer and make it fantastically easy for consumers to access them.Communications to get consumers to access these playlists would be targeted at precise moments, occasions when they were looking for something to do.