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Pre-Roll Concerts

Pre-Roll Concerts | Studio Brussels | DDB
basics
Industry: Media & Publishing
Media:Cyber
Market:Belgium
Style: Minimalism
credit
Brand:
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Creative Director:
Copywriter:
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Other credit:Entrant Company: DDB BRUSSELS, Belgium
Business Director, Francis Lippens, DDB Brussels
Client producer, Kirsten Vanderbeke, DDB
descriptioncnen
Synopsis

Each year, radio station Studio Brussels hosts a competition to discover new local artists. Supported by industry experts, these artists have the potential to become part of Belgium’s greatest. So how could we support the winners in their first steps to success and help them build a fan base? This campaign’s objectives focused on giving the artists the widest reach possible (KPI: the number of people reached) whilst being as relevant as possible (KPI: the number of those people who are actually into their music).
Strategy

To launch these new artists we wanted to approach music lovers where they are active. YouTube was a logical fit as such, but with a ton of musical genres available on YouTube it’s important to reach that part of the viewers who are actually interested in the right kind of music. That’s why we linked each of the pre-roll concerts to well-known artists with a similar music style. By piggybacking on their success (and search volume) we would ensure not only the required reach, but also a higher chance by matching their style to the style of our artists.In real life, our musicians could never be the opening act of such iconic artists. But it was possible on YouTube by using pre-rolls in an innovative way. The audience they reached this way wouldn't even fit in Wembley Stadium.
Execution

As a radio station, annoying music lovers is the last thing on our mind. That’s why we chose skippable pre-rolls over un-skippable ones. Not only does this mitigate any irritation, it also allowed us to measure the interest of our audience without focusing click-throughs: if they didn’t skip the opening act after 5 seconds, we knew they showed genuine interest in the new artists. Our pre-roll concerts aired during 13 days.
CampaignDescription

This year the winners of Studio Brussel’s contest were awarded with an audience bigger than ever before through the pre-roll concerts. With targeted pre-rolls, we made the winners the digital opening act for some of the world’s biggest stars like Coldplay, Drake and Daft Punk. When searching for one of these stars, you wouldn’t get just any other commercial as a pre-roll, you would discover our contest winners as the opening act for the music you were looking for. This way we linked the young talent on YouTube to similar artists, increasing the chance of finding an interested fan base, and elevating their success.
Outcome

• The opening acts could be skipped after 5 seconds but 40% watched the complete performance.• It gave them a fan base of over 525.000 people.• Winners will be the opening acts on Pukkelpop, one of Belgium’s Biggest festivals.•One participant even sold out his own solo show twice, became the number 1 in the Belgian charts and will play on Rock Werchter as well.
awards
Cannes Lions International Festival of Creativity 2017
Shortlist Cyber
Content Placement
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