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.

Deezer has always been free, so the challenge was to find an idea that would symbolize the benefit of the premium offer for consumers.

The target audience were users over 25 y/o, people that could afford the premium offer and that would be willing to pay for music.As Deezer Premium offers the possibility to access your music anywhere, anytime, the idea was clear: With Deezer Premium music never ends.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.As a result, the dedicated website received 600 000 visitors in 2 weeks.

During these 2 weeks, 20 000 people suscribed to the Premium offer, 20 000 songs were added to the playlist (56 days of music) and it is still going on.

We first launch the campaign with a street marketing operation in main French cities. We wanted people to test the offer as well as choose a song add it to the infinite playlist and dedicate it to a friend.We then launched a banner campaign promoting the playlist on deezer.com because we knew our target was there, looking for music. The banners lead people to the dedicated website where people could add their song.

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.