| Title | KLARAFY |
| Brand | KLARA |
| Product/Service | KLARAFY |
| Category |
A02. Creative Innovation |
|
Entrant
|
FAMOUSGREY, BELGIUM
|
|
Idea Creation
|
FAMOUSGREY, BELGIUM
|
|
PR
|
FAMOUSGREY, BELGIUM
|
Credits
| Tim Driesen |
Famous |
Creative Director |
| Katrien Bottez |
FamousGrey |
Executive Creative Director |
| Laurent Dochy |
FamousGrey |
Creative Director |
| Iwein Vandevyver |
FamousGrey |
Creative Director |
| Tom Jacobs |
FamousGrey |
Creative |
| Bart De Bock |
FamousGrey |
Project Manager |
| Miet Lust |
FamousGrey |
Brand Manager |
| Bert Vermeire |
FamousGrey |
Developer |
| David Viaene |
FamousGrey |
Developer |
| Laurens Groven |
FamousGrey |
Webdesigner |
| Tessa Persoons |
FamousGrey |
Graphic Designer |
| Floris De Rycker |
Klara |
Music Editor |
| Vincent Goris |
Klara |
Music Editor |
| Tom Van de Goor |
Klara |
Audio Librarian VRT |
| Marc Weyts |
Klara |
Producer |
| Chantal Pattyn |
Klara |
Head of channel Klara |
| Els Lagrou |
Klara |
Marketing Manager |
| Els De Baets |
Klara |
Business Coördinator |
| Ellen Moriau |
Klara |
Marketing Producer |
The Campaign
We developed Klarafy, a tool to help listeners find classical music that alignes with their personal tastes. By focusing on what classical music has in common with their own favourite (modern) music, people felt more confident to set their first steps in the world of classical music. Klarafy recommends classical music you might like, by looking at the music you already love. Our tool translates your music taste into classical music by anticipating what you will like. Line up a Spotify playlist with your favourite songs, genre immaterial, and Klarafy then chose classical music that corresponds and explains why you might like the pieces. The result is a web tool that feels as a technological imitation of a music expert who sifts through your collection and bases their recommendations on the real you.
Creative Execution
Klarafy is easy to use. Please try it yourself on: http://klarafy.klara.be/en
Just connect to your Spotify account and choose one of your playlists. Then our tool scans your playlist and translates your music taste into classical music. Klarafy searches affinities, similarities or connections based on 3 criteria: the prevailing music genre in your playlist, the overruling mood and specific topics (vocal types, instruments, specific songs, ...) The easy part was tracking your personal musical taste. Therefore, we scanned your Spotify playlist with existing open source technology. The tricky part was to build an engine that matches your music with corresponding classical music. As this wasn't a matter of beats per minutes or algorithms, we took the machine out of the recommendation and replaced it by the human touch. A team of musicologists and music curators worked for months mapping and categorising thousands of pieces of music to gather meaningful musical connections and surprising insights. Furthermore, we felt it was absolutely crucial that people knew why Klarafy recommended the specific pieces. So every suggested composition comes with an explanation on the connection to their music, the result of an intense collaboration between musicologists and copywriters.
The Klarafy banner on Spotify had a click-trough rate of 6 times the Spotify benchmark.
After the launch, the amount of Spotify users listening to classical music almost doubled:
an increase of 82,6%. Also the genre as such increased by 71,8% on Spotify.
Klarafy reached a younger & broader audience. Before the launch, the average Spotify user who listens to classical music was 53yo. Afterwards, the average age dropped by 10 years.
The average Klara listener: around 56yo, and female. The average Klarafy user is 33yo and 61% of them are men.
140.464 website visits and more than 60.000 Klarafied playlists.
€ 580.000 earned media value. Including: the national tv news, the major radio stations and our most popular talk show. Belgium's most popular radio station, Radio2, offered Klarafy a weekly item.
Due to the succes, Klara is developing a educational tour for schools based on our tool.
Existing recommendation tools give you more of the same (“people who bought this also bought”). Our tool helps you to break out of this ‘filter bubble’. Instead of confirming people’s taste, we use data to burst out of this ‘taste bubble’, and discover new music. Therefore we had to build an engine that connects completely different genres. As this wasn't a matter of beats per minutes or algorithms, we took the machine out and replaced it by a team of musicologists and music curators who mapped and categorised thousands of classical pieces to gather meaningful musical connections and surprising insights.