Specially created playlists backed up by targeted calls to action.

All playlists were targeted at key moments and promoted only where relevant.

Every message included a QR code, allowing our target fuss-free access. All playlists could be shared via Facebook.

First TV built awareness of Deezer and highlighted the fact that consumers would soon be able to sample it.

Then, we launched high impact out-of-home at transport hubs, to promote playlists celebrating experiences such as: “Travelling from A to B Playlist”.

Geo-targeting on mobile devices led to “Grey Matter Massage Playlist” and the “Just Missed the Train Playlist” brought around universities and railway stations, respectively.

Daily news, the weather and time of day, all inspired their own musical selections as did events such as the Dutch equivalent of the State of the Union address (‘Prinsjesdag’).

Finally, we targeted social media users celebrating their birthday, connecting them to a birthday playlist.

Targets smashed as mobile boosts musical sharing.

We sampled 161,000 playlists, 21% higher than our pre-campaign forecasts.

Our media activity drove nearly 80% of trial via paid media, owned messages such as emails, newsletters and QR Codes in T-Mobile shows, and earned media from Facebook and Twitter.

Mobile accounted for 50% of all visits and these users shared their playlist twice as much as desktop users.

Our campaign added thousands of new Facebook fans for T-Mobile (163% above target) and hundreds of new followers on Twitter.