Creative Data > Creative Data
PLAY 4 LOVE
ALMAPBBDO, Sao Paulo / LG ELECTRONICS DO BRASIL / 2022
Overview
Credits
OVERVIEW
Why is this work relevant for Creative Data?
Play4Love is a website that allows couples to make a song for their own, as a Valentine’s Day gift. To make the song, the lyrics containing blank spaces, that was completed by gathering data such as name or nickname, city, astrological sign, eyes and hair colors, where the couple met and where they had their first kiss. Finally, it was just a matter of choosing the preferred rhythm among the 4 most listened to in Brazil to generate a unique love song a few seconds.
Background
On Valentine’s Day, LG wanted to do something different online to surprise and engage people with the brand’s social channels. The product featured in this idea should be its Bluetooth speaker, LG XBoom Go, targeting a younger audience.
Describe the creative idea / data solution
Play4Love is a website that allows couples to make a song for their own, as a Valentine’s Day gift. To make the song, the lyrics containing blank spaces, that was completed by gathering data such as name or nickname, city, astrological sign, eyes and hair colors, where the couple met and where they had their first kiss. Finally, it was just a matter of choosing the preferred rhythm among the 4 most listened to in Brazil: sertanejo music, pop rock, romantic or brega music. The data generated a MP3 file – named ballad_of_name_n_name_in_city.mp3 – that was created in a few seconds to be sent to the loved ones and shared no social media.
Describe the data driven strategy
Every couple in love have songs that have a special meaning to them, that feels like it was composed for them. They used to make mixed tapes, now they organize playlists on streaming platform, but the tradition among lovers remains the same. They all have their songs. All we did was help them compose a song that was truly unique for each one of them, by asking people a a number os questions about their soul mate.
Describe the creative use of data, or how the data enhanced the creative output
The gathered data became a part of the lyrics of an unique love song, generated out of more than 1 billion possible combinations. Each answer given by the user was essential do tell the story of the music, and the music of their story. At the end, people had the perfect love song, as if they were composed by themselves. And thanks to data, they kinda did.
List the data driven results
Thousands of couples joined in the fun, sharing their music with their loved ones. Close to 8,000 unique songs were created. The Play4love website had a 92% retention rate, with an avarege of 2:21 of engagement and 1.4M impressions on social media.
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