We wanted to position Dutch telecom provider Hi as the mobile data king for youngsters. Knowing that the young adult audience is very hard to reach and influence through traditional mass media, we opted for a different approach. We set out to claim the music video domain, which is extremely popular among this audience: 89% of young adults in The Netherlands regularly watch music videos on their mobile.

However, for brands it’s very difficult to be credible in this domain as most youngsters are wary of commercial influence. We had to walk a very thin line between making genuinely appealing music video content while clearly communicating our brand message and data proposition.

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