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

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

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.