Creative news-gen to increase share of voice
Music streaming services are in danger of becoming more algorithm than rhythm. Our strategy with Deezer was to position it as the most human of all the music streaming services and demonstrate Deezer’s depth of understanding of people’s relationship with music. Music Paralysis became our first activation to demonstrate this…
Stand out coverage in The BBC, The Guardian and The Times
Calling all those aged 27 years 11 months and above – if you fit into this age group then you’re in danger of Musical Paralysis, that awful feeling where your knowledge of new music fails you and you just end up listening to the same music again and again.
In finding the exact age that people when we stop listening to new music, Deezer championed itself as the cure for ‘Musical Paralysis’ by highlighting in a series of news stories how the service can help this age group discover new music, along with a self-help quiz published to the Deezer blog to further engage people with the platform.
This was our first activation to show Deezer’s human side and we delivered it via a global PR and Social campaign in Brazil, France, Germany, UK and US. We found the exact age when we stop listening to new music and took this human insight to global media.
The international campaign generated broadcast, print and online coverage as well as social content across Brazil, France, Germany, US and the UK with 238 coverage pieces and reach of over 3 billion in print and online media outlets within the news, music, lifestyle, business and trade sections.
In the UK alone the team secured stand out coverage on the likes of BBC, The Guardian, The Times, NME, Daily Star, Refinery 29 and Yahoo.