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Play 2nd interview presentation, Tuesday 19.02.08

Play 2nd interview presentation, Tuesday 19.02.08

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  • 1.  
  • 2. Introduction
    • Keith Foggan
    • Client Lead Candidate, Play
    • We’ll discuss…
    • The Radio-listening industry: Market and consumer insights
    • Musicubes: The Campaign
    • Why it worked
    • What it achieved
    • Before we start…are we all aware of the campaign?
  • 3. The Radio-listening industry: Market insights
    • What are the key market factors and trends?
  • 4. The Radio-listening industry: Market insights
    • 1. Listening figures
    • Number of young adults who listen to radio is falling
    • Media consumption occurring in new ways – including social networking, music downloads and portable devices
    • 16-24 year olds = 18h 18m per week / Population = 20h 06m (Ofcom)
  • 5. The Radio-listening industry: Market insights
    • 2. Digital radio-listening taking increasing share
    • Radio-listening on digital platforms is growing As of June 2006, 16% of all radio-listening was on digital platforms
    • Based on current trends, it is forecast that this will grow to around 90% by 2018 (Ofcom)
    • Digital radio-listening introduces a wide variety of competition from niche stations
  • 6. The Radio-listening industry: Market insights
    • 3. Impact of social networks – ‘Chatter matters’
    • Reach a huge community of music fans, offering new ways of marketing music and selling tracks, albums and videos
    • Give the audience a new way to help discover new forms of music and artists
    • Powerful form on music-marketing, allowing the industry and audience to discover new artists Arctic Monkeys being the first to achieve a UK No.1 from internet-only promotion
  • 7. The Radio-listening industry: Market insights
    • 4. The long tail
    • Use of databases allows unlimited musical inventory The total number of tracks available to download doubled to reach 4m on the leading services in 2006 (Digital Music Report 2007, IFPI)
    • Online music distribution will develop as services like iTunes take advantage of their capacity to offer millions of tracks
  • 8. The Radio-listening industry: Market insights
    • 5. Personalisation and interaction
    • Digital media empowers the consumer to be in control of the content, service and experience they receive
    • Allows consumers a music experience that is bespoke and built around that individual’s musical taste
  • 9. The Radio-listening industry: Consumer insights
    • What are the key consumer insights?
  • 10. The Radio-listening industry: Consumer insights
    • 1. Single track buying
    • Huge upturn in single track buying through online services Single track downloads are estimated to have totalled 795 million in 2006, up 89% of 2005 (Digital Music Report 2007, IFPI)
    • Digitally-unbundled albums allow for greater experimentation and widening music tastes
  • 11. The Radio-listening industry: Consumer insights
    • 2. Consumer publishing power
    • Consumers have the ability to create their own radio stations as well as download and share their own content
    • Communication and sharing through social networks, blogs and UGC websites
    • Services such as and Pandora give consumers a voice and the power to influence
  • 12. The Radio-listening industry: Consumer insights
    • 3. Portable devices
    • Rapid adoption of portable devices – iPod etc Portable device sales totalled around 120 million in 2006, an increase of 43 per cent on the previous year
    • Portable player owners are more likely to buy music legally than general internet users
  • 13. The campaign: Communication tools
    • The campaign…
  • 14. The campaign: Communication tools
    • Microsite
    • enabled users the ability to build a composite of their musical tastes – “ What is your musical DNA?”
  • 15. The campaign: Communication tools
    • Super Banner
    • The super banner allowed users to browse through a selection of music genres before sampling the relevant Radio One show
  • 16. The campaign: Communication tools
    • Monster Ad
    • Featured on Yahoo!, the Monster Ad enabled sampling of Radio One shows within Yahoo! Music
  • 17. The campaign: Communication tools
    • MSN Messenger Tab
    • UK MSN Messenger users could access to live or archived broadcasts from the past 7 days
    • A less complex version of the Musical DNA Constructor gave the user recommendations based on their preferred genre
  • 18. The campaign: Communication tools
    • Any questions regarding the delivery of the campaign?
  • 19. The campaign: Communication tools
    • Why did it work?
  • 20. The campaign: Why did it work?
    • Communicated Radio One’s position as musical pioneers
    • Musicubes enforced Radio One’s position as explorers of new musical genres and artists
    • Showcased and allowed access to an eclectic range of music that may not have otherwise been discovered
    • Increased awareness of Radio One shows and broadcasts
  • 21. The campaign: Why did it work?
    • Opened up Radio One’s eclectic music offering
    • Allowed users to explore and experiment with the wide variety of content offered by the station
    • Enabled users to find new and rediscover old favourites, impacting on their future radio-listening habits
  • 22. The campaign: Why did it work?
    • Tapped into the social power of digital media
    • Took advantage of the self-publishing power of Radio One’s audience
    • Musicubes energised the viral nature of self-publishing sites, such as Myspace
    • Allowed users to add another dimension to their Myspace profiles through a composite of their musical identity
    • The campaign took advantage of blogs to generate awareness and WOM
  • 23. The campaign: Why did it work?
    • Provided a unique musical experience
    • Produced an imaginative musical interface to explore music genres and artists
    • Boosted online listening figures by allowing users to trial Radio One through Real Player
    • Allowed users a far more personalised and interactive experience where they were solely in control of consumption
    • An innovative new way for users to interact with Radio One’s content
  • 24. The campaign: Why did it work?
    • On a personal note…
    • Allowed me to create a visual representation of my music ‘make-up’
    • I became a musical opinion-former
    • Gave me the opportunity to explore new music genres
    • Look and feel cemented my perception of Radio One as a creative and cutting-edge brand
  • 25. The campaign: What did it achieve?
    • Some campaign measures…
    • For Radio One…
    • MSN Messenger tab drove 250k live listens (70% of all Radio 1's online live sessions in that period)
    • Users built over 10,000 towers in the first week of the campaign
    • In that first week, towers were viewed 300,000 times within Myspace profiles
    • Huge coverage across consumer publishing websites
    • For Agency Republic…
    • Awards included:
      • MSN European Creative Awards – Silver Award
      • Campaign Digital Awards – Commendation
      • AOP Online Publishing Awards
      • IAB Creative Showcase
      • IMA Awards 2006
      • IAB Grand Prix - Creative Showcase 2006
      • Revolution Awards 2006 – Commendation
    • Helped AR win - Campaign Digital Agency of the Year 2006
  • 26. Thank you…
    • Any questions?
    • Presentation available online at…