Championing the underdog and social awkwardness to launch a new music streaming service
Deezer Geezer - a real crowd pleaser
The Big Idea
We created a visually vibrant campaign that stood out in the breaks, championing the underdog and social awkwardness of Channel 4 programming to cement the brand name in people’s minds. The Deezer “Geezer” celebrated the “awkward” in a series of bright, engaging and arguably polarising creative with a media strategy that utilised the C4 content universe technology.
This technology enabled us to build a campaign based on the target audience demographic - a highly engaged, technologically advanced music loving audience. We utilised our IVOD format Adlink to drive from the copy on All 4 straight through to registering on the Deezer site.
Making it Happen
C4 worked as creative consultants, media planners and strategists. Our challenge was to come up with a creative that captured the edgy and innovative brand positioning and that made a real impact in the UK market dominated by Spotify and Apple Music. We worked with Deezer to source and shortlist creative agencies, settling on pd3, and ran through the process of developing a broadcast and VOD strategy with them.
The campaign launched in Gogglebox on Sept 17th, with a Channel 4 premier break, and then ran for 6 months following our strategic plan. We analysed the project more thoroughly than any campaign we’d ever researched before with pre, during and post-analysis, enabling us to dynamically change copies and weights to deliver against the objectives.
The Results
The results were incredible, delivering an 110% increase in spontaneous brand awareness. Most importantly however we drove new registration, increasing it by 300% over the campaign, far exceeding any expectations and outperforming the Germany launch of the year before!
Whilst the creative proved quite polarising, it was recognised as a cool brand (+175% from pre-launch), that provided personalised music recommendations (+125% from pre-launch) and was different from other music services (+88% from pre-launch). Ultimately the Deezer campaign was an all-out success and a real “crowd pleaser!”
