Category A01. Data-enhanced Creativity
Media Placement MINDSHARE Frankfurt, GERMANY
Production MOKOH MUSIC Berlin, GERMANY
Production 2 HASTINGS MUSIC Hamburg, GERMANY
Name Company Position
Dennis May DDB Group Germany Chief Creative Officer
Fabian Roser DDB Group Germany Managing Director Creative
Karsten Ruddigkeit DDB Group Germany Executive Creative Director
Helge Hoffmann DDB Group Germany Senior Copywriter
Mark Räke DDB Group Germany Creative Director
David Baertz DDB Group Germany Senior Art Director
Clara Sanchez-Alonso DDB Group Germany Art Director
Meike van Meegen DDB Group Germany Head of TV
Katrin Spiegel DDB Group Germany Executive Director Client Services
Juliane Weber DDB Group Germany Group Account Director
Franziska Fischer DDB Group Germany Account Director
Matteo Capreoli Mokoh Music Composer
Stephan Moritz DDB Group Germany Composer & Producer
Alexander Döring Hastings Audio Network Voice Over
Nick Bolton Hastings Audio Network Voice Over

Why is this work relevant for Creative Data?

We created personalized songs based on data insights of Spotify users.​ Using the platform’s data tracking, we found an innovative way to target consumers of Telekom’s competitors.


Poor network quality is no fun. Especially when it comes to streaming music. When a song buffers and doesn’t play smoothly, it’s annoying to everyone. That’s why we wanted to convince customers of competitor carriers to switch to Deutsche Telekom and Germany’s best-rated network.​ With our campaign, we wanted to address a young target audience that is interested in music streaming and difficult to reach via traditional media and standard messages. Our task was to find a way to break through the clutter and convince users of other carriers that Deutsche Telekom is the no. 1 choice in Germany.

Describe the Creative idea / data solution (20% of vote)

We addressed all those who were not yet using the best network right in the moment of truth: while actually streaming music. Spotify’s data tracking allowed us to target users based on their network provider and music taste. We used these data-insights to create personalized ads in the form of songs. These songs were then speficially delivered to users of competing carriers.

Describe the data driven strategy (30% of vote)

We used Spotify’s data tracking in an unique way that allowed us to target users based on their individual network provider and also their personal music taste. For each combination possibility we created a customized song in the specific style and slang of the respective music genre – from pop to hiphop, even country. These songs individually addressed users of our competitors. With personalized lyrics referring to the respective network provider they were streaming with. ​ That way, we were able to deliver highly customized messages to every single listener using a provider other than Telekom. We not only ensured the ads came across almost like real songs but also efficiently delivered our message to the right audiences.

Describe the creative use of data, or how the data enhanced the creative output (30% of vote)

Spotify’s intelligent data tracking identified which network providers people were using and what type of music they were listening to. Based on these data-insights we created personalized songs to perfectly blend in with the musical content on Spotify. The songs were delivered to users of other providers, with lyrics textualy referring to the respective network carrier. We easily bybassed Europe’s new General Data Protection Regulations and addressed listeners in an entertaining as well as attention-grabbing way.

List the data driven results (20% of vote)

The innovative way of using data about the providers in use allowed us to address only our competitors’ customers and consequently to target more efficiently. Identifying users’ favorite music genres made each spot more relevant for them and increased the chance that they liked our ads. As a result, we achieved a click rate 2.5 times higher than the Spotify benchmark.