THE PROVIDER BASH SONGS

ClientTELEKOM DEUTSCHLAND GMBH
Category B03. Native Advertising
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

View Script

Write a short summary of what happens in the radio or audio execution or campaign.

Poor network quality is no fun. When a song buffers and doesn’t play smoothly, it’s annoying to anyone. That’s why we wanted to convince customers of competitors to switch to Deutsche Telekom and Germany’s best-rated network. ​ To reach young audiences, we addressed them when they least expected us, but good network quality matters most: while 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. 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. That way, we were able to deliver highly customized messages in a highly relevant moment – to all listeners using a provider other than Telekom.

Cultural / Context information for the jury

A young target audience that is interested in music streaming is difficult to reach via traditional media and standard messages. As media use is mostly done on mobile devices, streaming platforms became a media of choice. However, there are limited possibilities for advertising on these platforms. Furthermore, people are used to get simply everything on demand and to simply ignore all online advertising. Loud and annoying radio-ads are just being clicked away. To be received by users, ads need to perfectly blend in with the platform’s content. That’s why we decided for a song- campaign on Spotify.

Script. Provide the full radio advert script in English.

Pop – O2:​ Why are you streamin‘ me with O2?​ I swear, my life never felt so blue.​ ​ Tell me, what the heck is going wrong.​ Hey man, do you not want to belong?​ ​ S-O-S, this fickle word is killing me! ​ S-O-S, can’t live without LTE.​ ​ None of my words reach you anymore.​ With O2 nothing will be like before. ​ ​ Off:​ Give music what it deserves.​ Switch to Telekom and join the best network.

Explain how the work innovatively used the radio / audio medium.

To reach all those who were not using Telekom’s best-rated network yet, we used Spotify as our camapaign platform. Spotify’s intelligent data tracking enabled us to indentify which network providers people were using and what type of music they liked. Based on this information we created highly customized songs with lyrics referring to the respective providers people were streaming with. We then specifically delivered these personalized songs to users of other providers. In the music genre they preferred. The whole new 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.