A 300% jump in downloads sees Deezer pump £3.5m into fresh ad campaign (and this time it talks to dogs)

Streaming service Deezer is rolling out a new ad campaign as it looks to build on the momentum generated last year from its first step into TV advertising.

The push – in partnership with Channel 4 – resulted in a 300 per cent increase in daily registrations of the app but now, by upping investment into more media channels, it’s hoping to bridge the gap between it and market leader Spotify by the end of the year.

Last year’s campaign centered on the idea of the ‘Deezer Geezer’ and was created with Channel 4's growth fund (meaning its broadcast was limited to the Channel 4 properties).

“Our first foray we saw a 300 per cent increase in daily registrations. With those results in mind, having demonstrated TV is a success and we’re keen to unlock more of that opportunity. With this new campaign we’re broadening the offering to more audiences and more media channels,” Christian Harris, managing director for the UK & Ireland told The Drum.

“Brand awareness tripled between beginning and end [of last year’s campaign]. TV is hugely impactful when it comes to building brand recognition so we want to accelerate with this new campaign.”

Three new 30-second TV executions, devised by creative agency PD3, retain the ‘tongue-in-cheek’ style that Deezer established with its first campaign but with the introduction of animals which it hopes will appeal to a wider ranging audience.

Each ad aims to show the positive effect that listening to a stream of music you love can have on your health and happiness, highlighting Deezer’s ‘Flow’ tool which recommends music based on what you’ve previously listened to.

Online versions of the ad have also incorporated an ‘animal frequency soundtrack’ so pets can enjoy the adverts as well. “It’s an intriguing development,” joked Harris.

For the first time the brand is also embracing digital out of home. Although Harris declined to give an exact details, it is developing a number of different executions of the campaign which will be pushed out to OOH screens depending on factors such as location, weather, or newsworthy events.

“It’s a new area for Deezer and we’re investing a reasonable sum so I’m interested to see the results,” Harris continued.

The media was bought and planned by MEC, which won the account in March.

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