Deezer

SITUATION

Deezer, a leading streaming music app in Europe and quickly growing in Latin America was finally ready to make its debut in the hyper competitive and cluttered streaming app market in the United States. As the category leaders in many other countries, their campaign had focused on building awareness about the category and leveraging local talent. However in the U.S., where category penetration was nearly universal, it would require heavy persuasion and a strategic target selection to get consumers to leave their current streaming app and try another.

STRATEGY

We got to work to identify two key things:

1. Which consumers would be the easiest to convert.

2. What brand differentiator would matter to this target audience.

We discovered an ideal target: laid-back listeners. A target that enjoyed music, but didn’t like the work of being their own DJs. They didn’t have elaborate playlists they would be difficult to leave behind, they instead preferred their streaming app to play music for them, more like their favorite radio station used to do.

And we paired this behavior with a unique brand feature called FLOW: a personally curated never-ending radio station that used artificial intelligence to learn what music you like and what new music you might be interested in. Combining this target, product and category insight, together we were able to create a breakthrough campaign that would give Deezer a whole new edge in the United States.