Deutsche Telekom - "The Provider Bash Songs"

DDB Hamburg

DDB Hamburg Hamburg, Germany

Awards

3205

Brand: Deutsche Telekom
Country: Germany

Advertiser: Telekom Deutschland GmbH

Title	The Provider Bash Songs
Agency	DDB Hamburg
Campaign	The Provider Bash Songs
Advertiser	Telekom Deutschland GmbH
Brand	Deutsche Telekom
Date of First Broadcast/Publication	2019
Business Sector	Telecommunications Services
Philosophy	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. To reach all those who were not using Telekom’s best-rated network yet, we used Spotify as our campaign platform. Spotify’s intelligent data tracking enabled us to identify 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. 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.
Media Type	Digital
Length	120 seconds
Executive Director Client Services	Katrin Spiegel
Media Agency	Mindshare Germany
Account Director	Franziska Fischer
Group Account Director	Juliane Weber
Chief Creative Officer	Dennis May
Managing Creative Director	Fabian Roser
Executive Creative Director	Karsten Ruddigkeit
Creative Director	Mark Räke
Senior Copywriter	Helge Hoffmann
Senior Art Director	David Baertz
Art Director	Clara Sanchez-Alonso
Agency Producer	Meike van Meegen
Production Company	MOKOH Music GmbH
Production Company	Hastings Music GmbH
Music Producer	Stephan Moritz
Music Composer	Matteo Capreoli
Music Composer	Stephan Moritz
Voice	Alexander Döring
Voice	Nick Bolton