Play Musicubes Presentation


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Play 2nd interview presentation, Tuesday 19.02.08

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Play Musicubes Presentation

  1. 2. Introduction <ul><li>Keith Foggan </li></ul><ul><li>Client Lead Candidate, Play </li></ul><ul><li>We’ll discuss… </li></ul><ul><li>The Radio-listening industry: Market and consumer insights </li></ul><ul><li>Musicubes: The Campaign </li></ul><ul><li>Why it worked </li></ul><ul><li>What it achieved </li></ul><ul><li>Before we start…are we all aware of the campaign? </li></ul>
  2. 3. The Radio-listening industry: Market insights <ul><li>What are the key market factors and trends? </li></ul>
  3. 4. The Radio-listening industry: Market insights <ul><li>1. Listening figures </li></ul><ul><li>Number of young adults who listen to radio is falling </li></ul><ul><li>Media consumption occurring in new ways – including social networking, music downloads and portable devices </li></ul><ul><li>16-24 year olds = 18h 18m per week / Population = 20h 06m (Ofcom) </li></ul>
  4. 5. The Radio-listening industry: Market insights <ul><li>2. Digital radio-listening taking increasing share </li></ul><ul><li>Radio-listening on digital platforms is growing As of June 2006, 16% of all radio-listening was on digital platforms </li></ul><ul><li>Based on current trends, it is forecast that this will grow to around 90% by 2018 (Ofcom) </li></ul><ul><li>Digital radio-listening introduces a wide variety of competition from niche stations </li></ul>
  5. 6. The Radio-listening industry: Market insights <ul><li>3. Impact of social networks – ‘Chatter matters’ </li></ul><ul><li>Reach a huge community of music fans, offering new ways of marketing music and selling tracks, albums and videos </li></ul><ul><li>Give the audience a new way to help discover new forms of music and artists </li></ul><ul><li>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 </li></ul>
  6. 7. The Radio-listening industry: Market insights <ul><li>4. The long tail </li></ul><ul><li>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) </li></ul><ul><li>Online music distribution will develop as services like iTunes take advantage of their capacity to offer millions of tracks </li></ul>
  7. 8. The Radio-listening industry: Market insights <ul><li>5. Personalisation and interaction </li></ul><ul><li>Digital media empowers the consumer to be in control of the content, service and experience they receive </li></ul><ul><li>Allows consumers a music experience that is bespoke and built around that individual’s musical taste </li></ul>
  8. 9. The Radio-listening industry: Consumer insights <ul><li>What are the key consumer insights? </li></ul>
  9. 10. The Radio-listening industry: Consumer insights <ul><li>1. Single track buying </li></ul><ul><li>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) </li></ul><ul><li>Digitally-unbundled albums allow for greater experimentation and widening music tastes </li></ul>
  10. 11. The Radio-listening industry: Consumer insights <ul><li>2. Consumer publishing power </li></ul><ul><li>Consumers have the ability to create their own radio stations as well as download and share their own content </li></ul><ul><li>Communication and sharing through social networks, blogs and UGC websites </li></ul><ul><li>Services such as and Pandora give consumers a voice and the power to influence </li></ul>
  11. 12. The Radio-listening industry: Consumer insights <ul><li>3. Portable devices </li></ul><ul><li>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 </li></ul><ul><li>Portable player owners are more likely to buy music legally than general internet users </li></ul>
  12. 13. The campaign: Communication tools <ul><li>The campaign… </li></ul>
  13. 14. The campaign: Communication tools <ul><li>Microsite </li></ul><ul><li> enabled users the ability to build a composite of their musical tastes – “ What is your musical DNA?” </li></ul>
  14. 15. The campaign: Communication tools <ul><li>Super Banner </li></ul><ul><li>The super banner allowed users to browse through a selection of music genres before sampling the relevant Radio One show </li></ul>
  15. 16. The campaign: Communication tools <ul><li>Monster Ad </li></ul><ul><li>Featured on Yahoo!, the Monster Ad enabled sampling of Radio One shows within Yahoo! Music </li></ul>
  16. 17. The campaign: Communication tools <ul><li>MSN Messenger Tab </li></ul><ul><li>UK MSN Messenger users could access to live or archived broadcasts from the past 7 days </li></ul><ul><li>A less complex version of the Musical DNA Constructor gave the user recommendations based on their preferred genre </li></ul>
  17. 18. The campaign: Communication tools <ul><li>Any questions regarding the delivery of the campaign? </li></ul>
  18. 19. The campaign: Communication tools <ul><li>Why did it work? </li></ul>
  19. 20. The campaign: Why did it work? <ul><li>Communicated Radio One’s position as musical pioneers </li></ul><ul><li>Musicubes enforced Radio One’s position as explorers of new musical genres and artists </li></ul><ul><li>Showcased and allowed access to an eclectic range of music that may not have otherwise been discovered </li></ul><ul><li>Increased awareness of Radio One shows and broadcasts </li></ul>
  20. 21. The campaign: Why did it work? <ul><li>Opened up Radio One’s eclectic music offering </li></ul><ul><li>Allowed users to explore and experiment with the wide variety of content offered by the station </li></ul><ul><li>Enabled users to find new and rediscover old favourites, impacting on their future radio-listening habits </li></ul>
  21. 22. The campaign: Why did it work? <ul><li>Tapped into the social power of digital media </li></ul><ul><li>Took advantage of the self-publishing power of Radio One’s audience </li></ul><ul><li>Musicubes energised the viral nature of self-publishing sites, such as Myspace </li></ul><ul><li>Allowed users to add another dimension to their Myspace profiles through a composite of their musical identity </li></ul><ul><li>The campaign took advantage of blogs to generate awareness and WOM </li></ul>
  22. 23. The campaign: Why did it work? <ul><li>Provided a unique musical experience </li></ul><ul><li>Produced an imaginative musical interface to explore music genres and artists </li></ul><ul><li>Boosted online listening figures by allowing users to trial Radio One through Real Player </li></ul><ul><li>Allowed users a far more personalised and interactive experience where they were solely in control of consumption </li></ul><ul><li>An innovative new way for users to interact with Radio One’s content </li></ul>
  23. 24. The campaign: Why did it work? <ul><li>On a personal note… </li></ul><ul><li>Allowed me to create a visual representation of my music ‘make-up’ </li></ul><ul><li>I became a musical opinion-former </li></ul><ul><li>Gave me the opportunity to explore new music genres </li></ul><ul><li>Look and feel cemented my perception of Radio One as a creative and cutting-edge brand </li></ul>
  24. 25. The campaign: What did it achieve? <ul><li>Some campaign measures… </li></ul><ul><li>For Radio One… </li></ul><ul><li>MSN Messenger tab drove 250k live listens (70% of all Radio 1's online live sessions in that period) </li></ul><ul><li>Users built over 10,000 towers in the first week of the campaign </li></ul><ul><li>In that first week, towers were viewed 300,000 times within Myspace profiles </li></ul><ul><li>Huge coverage across consumer publishing websites </li></ul><ul><li>For Agency Republic… </li></ul><ul><li>Awards included: </li></ul><ul><ul><li>MSN European Creative Awards – Silver Award </li></ul></ul><ul><ul><li>Campaign Digital Awards – Commendation </li></ul></ul><ul><ul><li>AOP Online Publishing Awards </li></ul></ul><ul><ul><li>IAB Creative Showcase </li></ul></ul><ul><ul><li>IMA Awards 2006 </li></ul></ul><ul><ul><li>IAB Grand Prix - Creative Showcase 2006 </li></ul></ul><ul><ul><li>Revolution Awards 2006 – Commendation </li></ul></ul><ul><li>Helped AR win - Campaign Digital Agency of the Year 2006 </li></ul>
  25. 26. Thank you… <ul><li>Any questions? </li></ul><ul><li>Presentation available online at… </li></ul>