THE INFINITE PLAYLIST by DDB Paris for Deezer


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THE INFINITE PLAYLIST

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Industry Website
Media Direct marketing
Market France
Agency DDB Paris
Executive Creative Director Sylvain Thirache, Alexandre Hervé
Creative Alexander Kalchev, Siavosh Zabeti
Account Supervisor Sébastien Genty, Jean-Luc Bravi, Guillaume Cossou
Released November 2009

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: DEEZER
Product/Service: ONLINE MUSIC LIBRARY
Agency: DDB PARIS
Date of First Appearance: Nov 6 2009 12:00AM
Entrant Company: DDB PARIS, FRANCE
Entry URL: http://www.ddbparis-campaignsonline.com/Deezer/
Executive Creative Director: Alexandre Hervé (DDB)
Creative: Alexander Kalchev (DDB)
Creative: Siavosh Zabeti (DDB)
Account Supervisor: Jean-Luc Bravi (DDB)
Account Supervisor: Sébastien Genty (DDB)
Account Supervisor: Guillaume Cossou (DDB)
Media placement: Internet - Deezer.com - 06/11/2009

Describe the brief/objective of the direct campaign.
Deezer.com, the French leader in streaming music was launching its Premium offers allowing subscribers to access 6 million tracks anywhere on their phone or computer, for 10€/month. The target audience was users over 25 years old, people that are already using Deezer and who could afford the premium offer. Deezer has always been free , so the challenge was to find an idea that would symbolise the benefit of the premium offer for consumers.

Explain why the creative execution was relevant to the product or service.
With the Infinite Playlist we wanted to raise awareness of the offer on social networks, where our target was. We also knew that Social Networks are a place for sharing. And music lovers are really eager to share the songs they like. So we facilitated this sharing function with a Facebook Connect that posted directly your song on the facebook wall of your friends. And as the offer was really interesting for music fans, the real challenge was to explain it in the simplest way possible and raise the awareness. That’s exactly what the Infinite Playlist did.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
As Deezer Premium offers the possibility to access your music anywhere, anytime, the idea was clear : With Deezer Premium, Music never ends. Deezer is all about creating your own playlists to enjoy the music you like. So we created the longest playlist ever, a playlist that never ends : The Infinite Playlist. A playlist made by all deezer users who had the chance to select a track, add it to the playlist, upload a picture and dedicate it to their friends & family, on Facebook (via Facebook connect), Twitter or by email.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
As a result, the dedicated website received 600 000 visitors in 2 weeks. During these 2 weeks, 20 000 people subscribed to the Premium offer, 20 000 songs were added to the playlist (56 days of music) and it’s still going on. Please note, in the absence of any indication of results, the jury cannot give a mark for this and the entry could suffer as a result.