Title | PREROLL CONCERTS |
Brand | STUDIO BRUSSEL |
Product/Service | YOUNG MUSICAL TALENTS |
Category |
F02. Excellence in Media Planning |
Entrant
|
DDB BRUSSELS, BELGIUM
|
Idea Creation
|
DDB BRUSSELS, BELGIUM
|
Media Placement
|
MINDSHARE Brussels, BELGIUM
|
Credits
Tom Meijer |
DDB Brussels |
Art Director |
Silke Beurms |
DDB Brussels |
Copywriter |
Peter Ampe |
DDB Brussels |
Creative Director |
Odin Saille |
DDB Brussels |
Creative Director |
Jolien Elegeert |
DDB Brussels |
Art Director |
Romy Vierhouten |
DDB Brussels |
Account Executive |
Francis Lippens |
DDB Brussels |
Business Director |
Sven Verfaille |
DDB Brussels |
Designer |
Wietse De Ridder |
DDB Brussels |
Designer |
Kirsten Vanderbeke |
DDB |
Account Executive |
Dorian Van Bever |
DDB |
Head of digital |
Kenn Van Lijsebeth |
DDB |
Copywriter |
The Campaign
YouTube is one of the most popular platforms used to discover new music. To make them stand out to the right audience, we made the winners the digital opening act for some of the world’s biggest stars like Coldplay, Drake and Daft Punk. When searching for one of these stars, you wouldn’t get just any other commercial as a pre-roll, you would discover our contest winners as the opening act for the music you were looking for. This way we linked the young talent on YouTube to similar artists, increasing the chance of finding an interested fan base, and elevating their success.
Creative Execution
As a radio station, annoying music lovers is the last thing on our mind. That’s why we chose skippable pre-rolls over un-skippable ones.
Not only does this mitigate any irritation, it also allowed us to measure the interest of our audience without focusing click-throughs: if they didn’t skip the opening act after 5 seconds, we knew they showed genuine interest in the new artists.
Our pre-roll concerts aired during 13 days.
• The opening acts could be skipped after 5 seconds but 40% watched the complete performance.
• It gave them a fan base of over 525.000 people.
•One pre-roll artist even sold out his own solo show twice, became the number 1 in the Belgian charts and played on Rock Werchter as well.
The digital pre-roll concerts were created to promote young talented musicians in a unique way. With targeted pre-rolls we made the musicians the opening act for some of the world’s biggest stars on YouTube. Each skippable pre-roll concert was linked to music videos of artists with similar music styles. This way we gave up-and-coming talents the fan base they deserve. Proving once again the headline of Studio Brussel’s annual competition: turning young talent into future headliners. The pre-roll concerts used a channel which is often plagued by irritation in an entertaining way which created a win-win situation for both
Insights, Strategy and the Idea
To launch these new artists we wanted to approach music lovers where they are active. YouTube was a logical fit as such, but with a ton of musical genres available on YouTube it’s important to reach that part of the viewers who are actually interested in the right kind of music. That’s why we linked each of the pre-roll concerts to well-known artists with a similar music style. By piggybacking on their success (and search volume) we would ensure not only the required reach, but also a higher chance by matching their style to the style of our artists.