THE PROVIDER BASH SONGS

ClientTELEKOM DEUTSCHLAND GMBH
Category B02. Use of Audio Platforms
TitleTHE PROVIDER BASH SONGS
Product/ServiceBEST TELEKOM NETWORK
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
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 Media?

Using Spotify’s data tracking, we turned the platform into a whole new media for a personalized radio campaign.

Background

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 / insights (30% of vote)

We used Spotify as a platform for our campaign to address 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 highly personalized ads in the form of songs.

Describe the strategy (20% of vote)

To reach reach every single Spotify-User not yet streaming with Telekom, we targeted them based on their network provider and music taste. That way, we were able to deliver highly customized messages in a highly relvant moment – to all listeners using a provider other than Telekom.

Describe the execution (20% 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. 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.

List the results (30% 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.