Title	LUKAS GRAHAM & FRIENDS
Brand	YOUSEE
Product/Service	YOUSEE MUSIK
Category	F12. Excellence in Music / Brand Partnership
Entrant	CP+B Copenhagen, DENMARK
Idea Creation	CP+B Copenhagen, DENMARK
Production	NOBODY Copenhagen, DENMARK

Name	Company	Position
Kristoffer Gandsager	CP+B Copenhagen	Creative Director
Sofia Brockenhuus-Schack	CP+B Copenhagen	Project Manager
Mathias Birkvad	CP+B Copenhagen	Managing Director
Mark Rif Torbensen	CP+B Copenhagen	Senior Art Director
Cathrine Understrup	CP+B Copenhagen	Art Director

The Campaign

We needed to shift that perception and turn brand critics into brand ambassadors. And what better way that to give them something they’ll love and remember? To do so, we turned to data. Using streaming data from YouSee’s music streaming service, YouSee Musik, we were able to find the most streamed artist, Lukas Graham, and partner up with him for our upcoming customer concert. To promote the concert, we again used streaming data to find the top-Lukas Graham listeners amongst our customers, whom we then surprised with a visit from Lukas Graham. We documented the surprise in a short video and spread across both Lukas Graham and YouSee channels.

Creative Execution

To promote the concert and engage our customers we developed a range of content with Lukas Graham, which was spread across YouSee and Lukas Grahams channels during the 7 weeks the campaign lasted. Amongst other, we got Lukas to record a personal message for our customers and uploaded it to his album on YouSee Musik. We also made personalized invitations for some of the top Lukas Graham listeners from Lukas Graham - and posted it on their Facebook page. The surprise film functioned as the hero of the campaign and was spread via YouSee and Lukas Grahams channels as a final burst before the concert. It was immediately picked up by the Danish media and went viral in Denmark. The customer concert was livestreamed via Facebook for those customers who hadn’t won tickets.

In the end we turned big data into big feelings. The surprise film alone generated an overwhelming amount of positive customer comments, which is truly unique for the telco industry. Within the first 24 hours, the film had been seen by 1.5 million on Facebook alone with an impressive organic reach of 80%. The total campaign performance on Facebook was, with a reach of + 6.3 million and a VTR of 51%, way above average compared to industry benchmark. The number of brand critics decreased by 54% amongst those exposed to the campaign and by 71% amongst those who participated in the concert. As a result of the campaign, customer churn rate decreased by 0,27%. The number of customers participating in the competition to win tickets to the concert trebled compared to the brand’s previous customer concerts.

Using streaming data from YouSee’s music streaming service, YouSee Musik, we were able to find the most streamed artist, Lukas Graham, and partner up with him for our upcoming customer concert. To promote the concert, we again used streaming data to find the top-Lukas Graham listeners amongst our customers, whom we then surprised with a visit from Lukas Graham. We documented the surprise in a short video and spread across both Lukas Graham and YouSee channels. The data driven approach created a strong and credible link between YouSee and Lukas Graham, benefiting all parties involved including YouSee’s customers.

The campaign targeted YouSee’s existing customers, representing the Danish population at large. By taking a data-driven approach, we we're able to create a strong and credible link between the YouSee brand and Lukas Graham's brand, which benefited all parties. It allowed us to leverage the popularity and likability of Lukas Graham on to the YouSee brand, whilst at the same time creating both a customer concert and a range of video content that was personally relevant and engaging for the customers.