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Play Musicubes Presentation

Play Musicubes Presentation



Play 2nd interview presentation, Tuesday 19.02.08

Play 2nd interview presentation, Tuesday 19.02.08



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    Play Musicubes Presentation Play Musicubes Presentation Presentation Transcript

    • 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?
    • The Radio-listening industry: Market insights
      • What are the key market factors and trends?
    • 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)
    • 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
    • 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
    • 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
    • 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
    • The Radio-listening industry: Consumer insights
      • What are the key consumer insights?
    • 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
    • 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 Last.fm and Pandora give consumers a voice and the power to influence
    • 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
    • The campaign: Communication tools
      • The campaign…
    • The campaign: Communication tools
      • Microsite
      • radio1musicubes.co.uk enabled users the ability to build a composite of their musical tastes – “ What is your musical DNA?”
    • 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
    • The campaign: Communication tools
      • Monster Ad
      • Featured on Yahoo!, the Monster Ad enabled sampling of Radio One shows within Yahoo! Music
    • 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
    • The campaign: Communication tools
      • Any questions regarding the delivery of the campaign?
    • The campaign: Communication tools
      • Why did it work?
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • Thank you…
      • Any questions?
      • Presentation available online at… http://www.slideshare.net/keithfoggan/play-musicubes-presentation/