Campaign key visual, designed by JWT Beirut (Carine Howayek).
Strategy Overview:
— ABOUT THE CLIENT
Deezer is a music streaming platform that launched in 2007 and currently counts over 53 million tracks in its international library. Unlike the other big names presently out there, this app is originally French. The platform has a freemium business model with various subscription plans. Users can choose to listen to music for free or pay a monthly fee to enjoy uninterrupted streaming.
— CHALLENGE
As the brand geared itself for a global launch, it had a hard time translating its original positioning to the Middle Eastern market. The Americas and a handful of European countries may count Spotify as their leading streaming platform, however, Anghami remains unchallenged in the Middle East. So how could Deezer find a creative platform that would allow it to set itself apart from the other apps that provide the same service?
— SOLUTION
As I dove deeper into the brand's ethos, I noticed that what sets them apart from the more prominent names out there is their more empathetic values and features. Deezer may be second or third best, but this works to the user's advantage as the brand has more time to listen. Additionally, it's the only service where people curate the playlists and content instead of algorithms.
No matter the platform a person uses or their relationship to music, it always comes down to finding the right song for the right moment. A subscriber looks for two things; they want to be continuously delighted and happily surprised. All of these aspects follow the current trend of tech becoming more human as we are globally become more critical of our relationship to technology. By taking all of these factors into account and cranking up Deezer's USP, I was able to come up with a creative platform that says it all: Music That Listens to You.
Platform Launch
When it came time to translate the platform visually, we wanted to create graphics that would represent the full spectrum of human emotions, while allowing Deezer to stand out. We also transformed these visuals into an activation that turned people into the stars of the campaign. By launching a party truck that would drive across cities, passersby would be able to choose their favorite track and record themselves jamming to it. We would film these interactions and edit them into shareable digital content.
TACTICAL Expansion:
Music that listens to you is music that speaks to you. By using song lyrics as our base, we created a slew of tactical visuals that sold Deezer's different subscription plans. From media buying down to our activations, we wanted to allow people to customize their experience or provide them with the perfect song for any moment.
