Title | BEATS MUSIC |
Brand | BEATS MUSIC |
Product/Service | MUSIC STREAMING SERVICE |
Category |
B06. PUBLICATIONS & MEDIA |
Entrant Company
|
R/GA London, UNITED KINGDOM
|
Advertising Agency
|
R/GA London, UNITED KINGDOM
|
Credits
Anthony Baker |
R/GA London |
Technical Lead |
Anthony Galvin |
R/GA London |
Technical Director |
Dan Kashman/Rory O' Flaherty/Anne Taillandier |
R/GA London |
Digital Advertising |
Daniel Nieuwenhuizen |
R/GA London |
Associate Design Director |
Dave Robbins |
R/GA London |
Head Of Production |
Germán Levy/Pablo Distefano/Leandro Glossman/Andrian Olaru/Razvan Pavel/Artur Ci |
R/GA London |
Engineers |
James Temple/Jay Zasa |
R/GA London |
Executive Creative Director |
Jenna Livingston/Jason Ashlock/Luke Wicker |
R/GA London |
Copywriters |
John Mullin/Tracy Hepler/Catherine Tirpak |
R/GA London |
Social Media |
Jon Ward/Simone Cucchi |
R/GA London |
Senior Designer |
Josh Mandel/Kat Friis/Monique D. Veillette/Shannon Worley/Alex Wills/Jocelyn Bir |
R/GA London |
Broadcast Producers |
Josh Yeston/Wilf Eddings/Andy Bull |
R/GA London |
Art Director |
Jp Toher/Jason Leitch |
R/GA London |
Senior Producer |
Lucio Rufo |
R/GA London |
Creative Director |
Niall Mccormack/Catarina Peres |
R/GA London |
Ios And Andriod Engineers |
Patrick Van Kann |
R/GA London |
Executive Technical Director |
Razvan Creanga |
R/GA London |
Quality Assurance |
Rebecca Rumble |
R/GA London |
Editor |
Rob Northam |
R/Ga London |
Associate Creative Director |
Scott Shaw |
R/Ga London |
Interaction Design Director |
Results and Effectiveness
The Beats Music App became the #1 music app in iTunes on the first day of launch. Thousands of mentions in the press, millions of social media impressions, and incredible reviews in the music and tech press. Beats Music is well on its way to become the dominant player in the space.
Creative Execution
We created a multichannel campaign that launched Beats Music to the masses on multiple levels. TV spots the Grammys and Super Bowl generated a huge amount of awareness. A partnership with the Ellen DeGeneres show helped Beats connect to her massive audience. Performance advertising and SEO in digital drove millions of signups. Social, events, outdoor, and other partnerships helped drive momentum.
Insights, Strategy and the Idea
Streaming music services lack heart. Algorithms aren’t enough to fix the problem, and deliver people the perfect music for the moment. To do to that you need people driven by a passion for music. That was the brief Jimmy Iovine and Trent Reznor gave us—design a revolutionary new service combining human curation and technology, and create a new way to experience music. And, once it’s built, launch it to a mass U.S. market.