2020/2021 Winners & Shortlists

DEEZER X ETISALAT - CREATE YOUR BEAT CAMPAIGN

BrandDEEZER
Product/ServiceETISALAT
EntrantETISALAT Abu Dhabi, UNITED ARAB EMIRATES
CategoryUse of Music Streaming Platform or Video Hosting Service
Idea Creation ROTANA MEDIA SERVICES Dubai, UNITED ARAB EMIRATES
Idea Creation 2 DEEZER Dubai, UNITED ARAB EMIRATES
Media Placement INITIATIVE MENA Dubai, UNITED ARAB EMIRATES
Production DELPHYS MIDDLE EAST Dubai, UNITED ARAB EMIRATES

Why is this work relevant for Entertainment?

Our activation gave people the opportunity to create their own sound. Enjoy a break from the madness of the world situation and immerse themselves in “Music”.

Background

2020 was a year that trended words like socially distant, lockdown, quarantine. Among many other factors, kept everyone apart on so many levels. As humans we long for connectivity and the events that transpired during this year had ripped that apart. Despite the challenges of the year 2020, there was something human that kept us close, closer than ever actually. "Sound"! The sound of a “voice messages”, sound of “hellos” and “sound of music”. We needed a new way to reach and engage with our audience using our love for music and connectivity.

Describe the creative idea

The idea was to overlook the usual passive way we try to connect with people; instead, using a newly digital engagement solution, create a space were everyone can feel heard and linked to one another.

Describe the strategy

A leading telecom in the UAE who strongly believes in togetherness, launched the “Sound of Togetherness” campaign to reflect the essence of what they do, which is day-to-day connections that can be unifiers instead of separators, and that nothing should stand in the way of togetherness. Our brand, an online music streaming app, and our creative partners, saw this as an opportunity and joined forces with the telecom company to engage with people on a whole new frequency. To ensure that the new soundtrack resonates with consumers, we decided to run a digital activation, giving users the possibility to create their own beat for a chance to win a select range of prizes; a pure-engagement driven strategy. We launched a multi-layer campaign using our owned mediums: In-App media, CRM, and Social Media. Targeting relevant audiences who already interact with the app music content to ensure high engagement.

Describe the execution

Based on the telecom brand identity, the microsite was designed with a pre-planned user journey to listen to the new Etisalat theme song before being able to register and participate. Participation: Music enthusiasts along with curious listeners accessed the microsite, logged in, selected between 3 tracks, played the instruments with the rhythm, then sampled their own tracks. At that moment everyone became a DJ. Having submitted the track, users could share the microsite on social media platforms to entice more engagement. The new brand film was played to wrap up the user journey. Every week, for a month, 5 lucky beat-makers were shortlisted by the music app for their impressive beat track. They were then sent an email congratulating them and inviting them to share their tracks with friends and on social media for voting. Voting: Phase 2 of the competition consisted of voting for 1 of 5 best tracks

Describe the outcome

The activation’s video Pre-roll received +18% CTR while Online advertising video are averaging at 1.84% The Audio Format resulted in 1.26% CTR vs 0.46% Industry benchmark Overall, the activation received over 1,000 registrations, 500+ tracks & Thousands of votes 13 winners won a premium subscription with the music app & 1 grand prize winner of 500k Smiles reward points from the telecom company to enjoy daily deals from their favorite brands.

Credits

Name Company Role
Fares Fares Etisalat Vice President/Digital Communication & Planning
Abdullah Ghandour Etisalat Manager/Digital Communication
Yasmeen ElMallah Etisalat Director/ Brand Managment
Mahmoud Farwiz Etisalat Director/Campaign Management-Consumer
Saadia Qayyum Etisalat Sr. Manager/Campaign Management-Consumer
Laiana Bakir Etisalat Specialist/ Digital Communications
Joseph El Bcherrawy Initiative Digital Media Manager/ Media Lead
Mazen Abdallah Deezer Director of Adsales & Brand Partnerships MENAT
Zeina Abou Jamra Deezer Director of Marketing and Brand MENAT
Joe Samaha Rotana Commercial Director
Rami Gholmieh Rotana Product Director
Michel Zouein Delphys ME Regional ECD
Samer Haddad Delphys ME Art Director
Ejaz Asif Delphys ME Studio Manager
Jessy Elia Delphys ME Brand Lead
Links
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