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THE NEXT GENERATION
OF FANS KPN THE PICKUP CASE PRESENTATION
Thierry van Engelen
Director New Business
UNIVERSAL MUSIC
LIONEL RICHIE
MARCO BORSATO
KATY PERRY
IMAGINE DRAGONS
BLØF
KENSINGTON
TAYLOR SWIFT
ELLIE GOULDING
AVICII
DOTAN
TAKE THAT
ZUCCHERO
30 SECONDS TO MARS
PEARL JAM
U2
GUUS MEEUWIS
ROD STEWART
5 SECONDS OF SUMMER
PAUL MCCARTNEY
FLORENCE + THE
MACHINE
NICKI MINAJ
GOLDEN EARRING
MAROON 5
MADONNA
ANDRÉ RIEU
ANOUK
ARIANA GRANDE
RIHANNA
EROS RAMAZZOTTI
ROBBIE WILLIAMS
LADY GAGA
AFROJACK
ARTIST
EXCLUSIVE RIGHT ON EXPLOITATION OF THE RECORDINGS STRUCTURAL INTENSIVE COLLABORATION
UNIQUE RELATIONSHIP WITH ARTISTS
A&R Marketing Distribution Communication Events
ONE-STOP-SHOP
NETWORK EXTERNAL PARTNERS
BRANDS
UNIVERSAL MUSIC GROUP & BRANDS
ENGAGEMENT
EXPERIENCE
EXCLUSIVITY
EMOTION
TO A WORLD… OF…
.
4Es
SOURCE: ADAPTED FROM ‘THE 4PS ARE OUT, THE 4 ES ARE IN’ – OGILVY 2009
ROLE MUSIC PLAYS IN LIFE
ARTIST ROLES & VALUES
BRAND ROLES & VALUES
THE PROCESS
IDENTIFY THE ROLE OF
THE BRAND IN THE
MUSIC SPACE FOR THE
CONSUMER
HOW THE CONSUMER
LIKES TO INTERACTS WITH
MUSIC AND ARTISTS
DELIVER A CONSTANT MESSAGE
NETWEEN BRAND AND ARTIST
BRAND &
MUSIC
ARTIST &
CONSUMER
BRAND
&
ARTIST
INSIGHT SOURCES
CONSUMPTION TRACKER ARTIST INSIGHT
GLOBAL SEGMENTATION
LISTENING BEHAVIOR
BRAND RESEARCH
USE OF MUSIC KIND OF CONTENT
Our segmentation is a proven intuitive framework which enables strong marketing campaigns
INSIGHT
BRAND RESEARCH ON
DOUWE BOB SHOWS THAT
HE SCORES HIGH ON
SUPPORT, PURITY, AND
BELONGING. PEOPLE SEE
HIM AS AN HONEST
RELIABLE, APPROACHABLE
AND NURTURING PERSON.
GEN Z USES MUSIC TO SHAPE THEIR IDENTITY.
MUSIC IS SO IMPORTANT TO GEN Z BECAUSE THEY ARE STILL FORMING THEIR IDENTITIES
AND DEFINING THEIR ROLES SOCIALLY.
MUSIC IS ABOUT EMOTIONS AND SHARED EXPERIENCES.
MUSIC IS THEIR SOCIAL GLUE. BE PART OF THE CROWD OR STAND OUT IN THE CROWD.
MUSIC CONSISTENTLY RANKS IN THE TOP 5 HOBBIES ACROSS ALL GENRES AND MARKETS.
GENERATION Z
THEIR MEDIA WORLD (GLOBAL)
TECH
AND
DEVICES
GAMES, TV SHOWS
AND CHANNELS PLATFORMS
ARTISTS
INFLUENCERS
1
2
3
Digital channels!
Music is a big social currency for kids
and adolescents, they are desperate to
be the 'ones in the know’, so enable this.
Speak to them about upcoming events/
releases early, make them feel important &
exclusive and provide them with more in-
depth content.
WHAT ‘S THE BEST WAY TO SPEAK TO THEM?
TOP NOTCH ON YOUTUBE The Top Notch YouTube-channel has 371.208 SUBSCRIBERS,
it is the NUMBER #6 most viewed channel in the Netherlands with a total of
466 MIO VIEWS.
TOP 10 LOCAL MUSIC VIDEOS
1. Kenny B – Parijs
2. Lil Kleine & Ronnie Flex - Drank & Drugs
3. Lil Kleine & Ronnie Flex - Zeg Dat Niet
4. Afrojack - SummerThing! Ft. Mike Taylor
5. Two Crooks & Frenna - Meisjes Blijven Meisjes
6. Cho - Misschien wel hè?
7. SFB, Ronnie F., Lil Kleine & Bokoesam - Investeren In…
8. Ronnie Flex & Mr. Polska – Niemand
9. Ronnie Flex, Jandro, Cartiez & Lijpe - Vallen In De Club
10. Kensington – War
19,5 mio views
18,9 mio views
9,5 mio views
9,0 mio views
6,6 mio views
6,2 mio views
6,0 mio views
5,9 mio views
5,3 mio views
5,0 mio views
STARTING POINT
‘KPN is the mobile provider that makes sure the youth is able to
discover their new favorite music tracks and music videos everywhere.
KPN does this by releasing new music, provide young talent a platform
and let them check audio and video content
on their mobile without hampering.’
OBJECTIVES
Online objectives:
Create awareness:
2 million views via YouTube
Create traffic:
120.000 unique visitors to landing page on MusicState.nl.
Branding objectives:
Boost likeability.
‘KPN gets what relates to youngsters.’
Boost relevancy. ‘KPN is the brand that enables me to stream without limits.
DELIVERABLES UNIVERSAL MUSIC
New version of ‘The Pickup’, aligned to KPN brand
Production of 8 new episodes, higher production value
Owned + bought media plan (traffic to musicstate.nl)
Behind-the-scenes, photography
DELIVERABLES UNIVERSAL MUSIC
Second season - 8 video episodes – from July to December 2015
Driver: Braz
Unique combinations of hiphop artists
Each episode = new track/music video
Connection with Spotify
4G proof in fixed pre/postroll
RESULTS
Total viewing time all episodes
8.249.401 MINUTES
5.729 DAYS 15,7 YEARS
AGE OF AUDIENCE
GENDER OF AUDIENCE
RESULTS
Online objectives:
Create awareness:
3.195.296 instead of 2.000.000 views via YouTube
160% of the objective is reached!
Create traffic:
192.890 instead of 120.000 unieke bezoekers
naar de landingpage op MusicState.nl.
160% of the objective is reached!
FRESKU/BRAZ SFB MOCROMANIAC/RQS/LIL SAINT
LIJPE/D-DOUBLE/EMMS WINNE/FEIS/RAW ROETS STEPHERD/SKINTO/AKWASI/KV
SEVN ALIAS/3ROBI/ADJE LEFENSMANNEN
8% 16% 16%
20% 4% 4%
24% 8%
27 ARTISTS
8 PRODUCERS
8 EPISODES
7 TEASERS
8 VIDEO EPISODES
YouTube Top Notch Channel
Top-Notch.nl
www.musicstate.nl/thepickup
Facebook Twitter
Top Notch & KPN owned media
Artist social
channels
Radio/TV promotion
Paid native advertising
Teaser clips
& news items
Teaser clips
& posts
External media
Free publicity
on radio
stations
PUNA,
Ballinnn’
Teaser clips
& tweets E-mailings
Annotations
in all
episodes /
teasers
Client database
KPN
Personal
posts
MEDIA/TRAFFIC STRATEGY
LEARNINGS
Target group is not done with concept yet!
Artistic freedom artist versus KPN’s brand value (lyrics)
Native advertising (paid) is important for accomplishing objectives
STORYTELLING WITH CONTEXT
Telling meaningful stories is the route to intimacy
but you need to repeat and retell the story to create familiarity
then you need to measure your efforts to determine the effects