| Title | #SPEAKMUSIC |
| Brand | PANASONIC DEUTSCHLAND |
| Product/Service | PANASONIC HIFI & AUDIO, HEAD & EARPHONES |
| Category |
F03. USE OF CO-CREATION & USER GENERATED CONTENT |
|
Entrant Company
|
PROXIMITY WORLDWIDE Hamburg, GERMANY
|
|
Advertising Agency
|
PROXIMITY WORLDWIDE Hamburg, GERMANY
|
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Production Company
|
SCHONHEITSFARM Düsseldorf, GERMANY
|
Credits
| Wolfgang Schneider |
Chief Creative Officer |
| Kristoffer Heilemann/Darren Richardson/Sebastian Hardieck |
Creative Managing Directors |
| Marco Obermann/Achim Metzdorf/Matthias Kern |
Art Directors |
| Claudia Janus/Anja Reiter/Susanne Burger |
Art Directors |
| Magdalena Kamrowska/Denny Arasmus |
Software Development |
| Dominique Becker |
Copywriter |
| Christoph Wesseling/Nick Enselmann |
Junior Copywriter |
| Rita Schumacher |
Group Account Director |
| Roman Königsmark |
Planning |
Creative Execution
To spread our idea we challenged online influencers to speak the language of music and inspirate their followers to try it as well. With www.speakmusic.fm we created a platform teaching how to #speakmusic, collecting all user-generated content und inspiring our community with daily playlists.
With #speakmusic Panasonic started a digital movement and proved its expertise for extraordinary music experiences. #speakmusic was visible to over 70 Mio. social media users including the followers of online influencers like Jimmy Fallon (11,6 mio.), Justin Timberlake (30,7 mio), Mashable (14 mio.), Perez Hilton (20 mio.) billboard (1,5 mio.) and Daniel Ek (45k).
In order to strengthen its position as a brand for extraordinary audio experiences, Panasonic aimed to create an interactive digital campaign. Our idea: #speakmusic – an online movement that invites music lovers to communicate in form of readable playlists. Their alphabet: all songs on Spotify.