THE MUSIC VIDEO OF THE FUTURE
| Title | THE MUSIC VIDEO OF THE FUTURE |
| Brand | HI |
| Product/Service | TELECOM PROVIDER |
| Category |
A06. USE OR INTEGRATION OF MUSIC |
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Entrant Company
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FHV BBDO Amsterdam, THE NETHERLANDS
|
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Contributing Company
|
FHV BBDO Amsterdam, THE NETHERLANDS
|
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Production Company
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THISPAGECANNOTBEFOUND.COM Amsterdam, THE NETHERLANDS
|
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Production Company 2
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HABBEKRATS Amsterdam, THE NETHERLANDS
|
Credits
| Rogier De Bruin |
FHV BBDO |
Creative Director |
| Emilio De Haan |
FHV BBDO |
Creative Director |
| Joeri Van Oostwaard |
FHV BBDO |
Copywriter |
| Hakan Coskunsoy |
FHV BBDO |
Art Director |
| Peter Burger |
FHV BBDO |
Agency Producer |
| Hans Dekker |
FHV BBDO |
Online Producer |
| Rens Wegerif |
FHV BBDO |
Animation |
| Derk Van Beek |
FHV BBDO |
Strategy |
| Elwira Stuur |
FHV BBDO |
Client Service Director |
| Niels Heimens |
FHV BBDO |
Account Director |
| Jeroen Houben |
Habbekrats |
Director |
| Julius Ponten |
Habbekrats |
Producer |
| Jim Taihuttu |
Habbekrats |
Production |
| Wouter Van Luijn |
Schnitt Schneiders |
Offline Editor |
| Joppo |
De Grot |
Grading |
| Patcharee Sa/Ardkitnun |
Post Office |
Online Editor |
| Marc Vermeeren |
Thispagecannotbefound.com |
Digital Designer |
| Ronnie Flex |
Top Notch/Univeral Music Group |
Music Artist |
| Sander Baas |
De Geluiderij |
Sound Design |
| Jacco Lenstra |
Alfred Klaassen |
Sound Studio |
The Campaign
We wanted to position Dutch telecom provider Hi as the mobile data king for youngsters. To achieve this, we claimed a domain that is extremely popular for this target group: music videos. 89% of all young adults in The Netherlands regularly watch music videos on their mobile.
However, for brands it’s hard to become credible because youngsters are wary of commercial influence. The challenge was to make appealing music content and at the same time clearly communicate our brand message and proposition.
Results
These days, almost all telecom providers have contracts that focus on mobile data. How could we stand out? By positioning Hi as the mobile data king for youngsters. To achieve this, we claimed a domain that is extremely popular among this target group: music videos. 89% of all young adults in The Netherlands regularly watch music videos on their mobile. And with Hi’s 4G contract you get the best music video experience on your smartphone, everywhere.
Together with up-and-coming hip-hop artist Ronnie Flex we created ‘The Music Video of the Future’: An iOS and Android app that made full use of all the innovative features in the latest generation smartphones. We integrated the technology in the music video story: swiping between storylines, using the gyroscope to get a 360˚ view, blowing in the microphone to make smoke disappear, pinching for a bigger burger, tapping Easter eggs for exclusive content, etc. An interactive experience that pushed the limits of the latest smartphones to the max.
We created ‘The Music Video of the Future’: An iOS and Android app that made full use of all the innovative features in the latest generation smartphones. For the video we joined forces with up-and-coming hip-hop artist Ronnie Flex. By supporting young music talent we were able to make Hi relevant to our young target audience.
The campaign made Hi relevant to the target audience in a unique and distinctive way. We turned passive viewers into active players. The music video app ranked in the top 10 on the Dutch App Store chart.
- Campaign awareness: 87% (KPI: 72%)
- Interest in the proposition: 54% (KPI: 39%)
- Intention to stay with Hi: 68% (KPI: 59%)
- Total respons online campaign: 635.552 (KPI: 307.817)
- Total players interactive music video: 76.670
- Average time spent in-app: Over 5 minutes