Deezer: Deezer Puts Users In The Spotlight In First Global Campaign

Deezer, the world’s most diverse, dynamic and personalised music streaming service, today announces the launch of Flow My Music its first global ad campaign. The campaign, which is the first since PD3 became Deezer’s global lead creative agency, has been designed to differentiate the Deezer brand through its core offering – Flow.The creative which spans TV, video on demand, digital acquisition and social media has been developed based on insights from Deezer’s users across their three key territories – UK, France and Germany, on what they love most about Flow.

Featuring two individuals, each lost in a flow moment while in an everyday scenario relatable to audiences across Deezer’s key markets, the creative focuses on the emotional response to memories conjured up by the music, highlighting the benefits of Flow to enhance user’s day-to-day life.

In launch week, the TV spots will run on two of the highest rating shows on ITV – Ant and Dec’s Saturday Night Takeaway and the semi-final of The Voice. One spot was also shown during the England v Germany football match last night and will run in Channel 4’s Gogglebox on 24th.

PD3 appointed BAFTA and EMMY nominated director John Dower at Pulse films to apply his unique approach to documentary film making to the project. As Rachel Robinson, Creative Director at PD3 comments: “From the first meeting with John we loved the way he described choosing and working with a cast to get authentic performances from them. He really understood the power of music and how personal that is when someone’s lost in their Flow moment. He understood it and that’s exactly what he captured.”

Grazia Tribulato, Head of Brand and Global Marketing Projects at Deezer comments: “We're really pleased to have users that are passionate enough about Flow to advocate for it. When we started meeting with them, we were blown away by how much ownership they felt over a feature that had become central to their lives. We wanted to use the new campaign to remind people that music is about the everyday moments that Flow facilitates, and to firmly establish our brand's new direction, and I'm proud to say we've delivered.”

Cat Botibol, Creative Chief and Owner of PD3 concludes: “Deezer are a true challenger brand. ‘Flow’ is the only real service differentiator in the streaming industry right now. It’s more than listening to music. Flow takes you on an emotional journey through time and space to places and times in your life that you’d forgotten about. Then drops in new tracks too, that get you excited about moments in your life now. This new campaign is about this emotional journey, which rings true throughout music lovers all over the world.”