The campaign kicked off with a mini-documentary about the future of music videos. This was followed by a demonstration video, an online campaign with pre-rolls, native advertising, video bannering and social ads coinciding with the launch of the music video app. After one month we released the actual music video on YouTube.

The campaign made Hi relevant to the target audience in a unique and distinctive way. We turned passive viewers into active players. The music video app ranked in the top 10 on the Dutch App Store chart.

- Campaign awareness: 87% (KPI: 72%)

- Interest in the proposition: 54% (KPI: 39%)

- Intention to stay with Hi: 68% (KPI: 59%)

- Total response online campaign: 635.552 (KPI: 307.817)

- Total players interactive music video: 76.670

- Average time spent in-app: Over 5 minutes