Title | THE PROVIDER BASH SONGS |
Brand | TELEKOM DEUTSCHLAND GMBH |
Product/Service | BEST TELEKOM NETWORK |
Category |
A05. Music / Sound Design |
Entrant
|
DDB BERLIN, GERMANY
|
Idea Creation
|
DDB BERLIN, GERMANY
|
Media Placement
|
MINDSHARE Frankfurt, GERMANY
|
Production
|
MOKOH MUSIC Berlin, GERMANY
|
Production 2
|
HASTINGS MUSIC Hamburg, GERMANY
|
Credits
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 |
Describe the creative idea
Telekom provides the best mobile network. We wanted to make all those who were not yet using the best network switch to Deutsche Telekom. In a moment when the quality of streamed music matters most: while actually streaming it. Using Spotify as a platform allowed us to specifically target users of competing network providers. We used these data-insights to create personalized spots for individual storytelling experiences. These spots appeared as songs in the users preferred music genres to make sure it matched their personal taste. Each of these songs featured personalized lyrics that referred to the specific carrier the users were using. That way we could achieve to involve and individually adress listerns with personalized storytelling with in the songs.
Describe the execution
Spotify’s data tracking enabled us to identify which network providers people were using and what type of music they like. Based on these data we created personalized ads. We then specifically delivered them to users of other providers. In order to perfectly blend in with the musical content on Spotify, these ads were executed as songs. Each of them in the specific style and slang of the users preferred music genre – from pop to country. With lyrics referring to the respective providers people used. 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.