Play Musicubes Presentation

Introduction

Keith FogganClient 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?


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)


2. Digital radio-listening taking increasing share

Radio-listening on digital platforms is growingAs 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


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 artistsArctic Monkeys being the first to achieve a UK No.1 from internet-only promotion


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


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?


1. Single track buying

Huge upturn in single track buying through online servicesSingle 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


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


3. Portable devices

Rapid adoption of portable devices – iPod etcPortable 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…


Microsite

radio1musicubes.co.uk enabled users the ability to build a composite of their musical tastes – “What is your musical DNA?”


Super Banner

The super banner allowed users to browse through a selection of music genres before sampling the relevant Radio One show


Monster Ad

Featured on Yahoo!, the Monster Ad enabled sampling of Radio One shows within Yahoo! Music


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


Any questions regarding the delivery of the campaign?


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


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


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


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


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/

Play Musicubes Presentation

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Transcript of Play Musicubes Presentation