THE MUSIC VIDEO OF THE FUTURE
| Title | THE MUSIC VIDEO OF THE FUTURE |
| Brand | HI |
| Product/Service | TELECOM PROVIDER |
| Category |
A07. USE OF VIDEO |
|
Entrant Company
|
FHV BBDO Amsterdam, THE NETHERLANDS
|
|
Advertising Agency
|
FHV BBDO Amsterdam, THE NETHERLANDS
|
|
Production Company
|
HABBEKRATS Amsterdam, THE NETHERLANDS
|
|
Production Company 2
|
THISPAGECANNOTBEFOUND.COM 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 |
Creative Execution
The campaign kicked off with a mini-documentary about the future of music videos. This was followed by a demonstration video, an online campaign with pre-rolls, native advertising, video bannering and social ads coinciding with the launch of the music video app. After one month we released the regular music video on YouTube.
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
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 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/Android app that made full use of all the innovative features in the latest generation smartphones. We integrated the technology into 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.