Cannes Lions

The Provider Bash Songs

DDB BERLIN / TELEKOM DEUTSCHLAND GMBH / 2019

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Overview

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Credits

Overview

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.

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.

Strategy

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 in the specific style and slang of the respective music genre – from pop to hiphop, even country. 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.

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.

Outcome

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.

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