Digital Services - Presentation by Hans-Holger Albrecht, CEO of Deezer at the NOAH 2015 Conference in London, Old Billingsgate on the 12th of November 2015.

1. “WELCOME TO #IDEEZER”
DEEZER AND WARNER MUSIC PRESENT

3. WELCOME TO #IDEEZER
Deezer is executing a marketing campaign that will make
the entire world sit up and take notice.
In May 2016, in conjunction with the Ibiza tourism
authority, we’re going to rebrand the island of Ibiza as
“IDeezer” for one weekend only.
Music lovers from across the globe will be invited to join
intimate Deezer gigs at exclusive locations across the
island, where they will have the opportunity to get up close
and personal with their favourite artists, helping to curate
their performance playlist.
And we invite Warner Music to partner with us.

4. A TRUE PARTNERSHIP
CO-BRANDED CAMPAIGN
We’d look to deliver a fully integrated campaign, co-branded with one – or
multiple - Warner Music artists who will secure full credit and branding in all
campaign assets
GLOBAL ACTIVATION
This is a global campaign managed centrally from the UK, but with local
teams supporting in the US, Brazil, Germany and France
DRIVING A NEW, LOYAL AUDIENCE
The campaign will help spearhead mass awareness and attention –
underpinned by specialist outreach to maintain artist positioning and image
For the purpose of this presentation, and ease of communication, we have opted to write it as
if we were working with Kaskade, but would be open to discussing potential talent
suggestions. In addition, this could work with multiple talent taking part.

5. OUR CAMPAIGN APPROACH
EXPERIENCE
Executing the concept
ANNOUNCE
Driving anticipation and
registration
AMPLIFY
Generating mass
awareness
MARCH - APRIL MAY MAY - JUNE

6. ANNOUNCEMENT
CAMPAIGN BREAKDOWN

7. OUR ANNOUNCEMENT
We will pull together a raft of editorial assets –
consisting of both photography and video – to unveil
our announcement.
The news hook for media and social channels will be:
“The world’s most famous live-music destination Ibiza is
undergoing a radical overhaul for the new season launch,
with tourism officials agreeing to re-brand it as IDeezer for
the weekend. To commemorate the change, music-
streaming service Deezer is launching a series of intimate
events with Kaskade across three days for true music
lovers.”
Airport destination
boards read “IDeezer”
Ibiza road-signs
reworked as “IDeezer”
Ibiza shop-keepers
prepare for the rush
Tourism officials
comment on campaign

9. TALENT MEDIA DAY
We will prepare full day of media activity with our hero
Warner artist – for the sake of this presentation we have
used Kaskade.
The news hook for media and social channels will be:
“We’re rewarding Kaskade fans with the ultimate party
weekend. He’s playing four secret gigs across one sensational
weekend as part of Ibiza’s rebrand to IDeezer. Lucky
attendees at the intimate events will have the ability to
influence his playlist by recommending Deezer tracks via
Twitter.”
NB: Above copy will vary depending on which channel we
use
Interviews with key
press
Online video “Join me
in IDeezer”
Photography holding
IDeezer sign
Social media Q&A
using the #IDeezer
hashtag

10. EVENT REGISTRATION
We will develop a global, bespoke, co-branded microsite
with Kaskade where we can encourage his biggest fans
from across the globe to enter to win a VIP weekend in
IDeezer, including unrivalled access to his island gigs.
“How does a VIP weekend on the biggest party island in the
world - where you can rub shoulders with Kaskade - sound?
Enter here, and you can be in with an all-expenses paid
weekend to watch the madness unfold as we completely take-
over Ibiza.”
We would recommend two competition winners per
market (with each competition winner receiving a plus one
addition). 20 competition winners globally.

11. COMPETITION MECHANIC
SECRET IDEEZER
Ask people to guess where
they think the IDeezer gigs
will be via a google maps
interface
AUTO-POPULATE
Ensure that the microsite
auto-populates your entry
through social channels
We are proposing a scalable mechanic for competition entry, that will vary
between markets dependent on local culture and popular social channels.
Suggestions include:

12. SOCIAL AMPLIFICATION
DEEZER CORE CHANNELS KASKADE CORE CHANNELS
Underpinned by paid media strategy to drive views,
entries and engagement. (Adapted per market)
Deezer to remotely sponsor posts and boost tweets to
encourage new audience reach for Kaskade. (Adapted per
market)
2,900,000 108,000 68,400 14,400 1,600,000 817,000 183,000 560,000

13. MEDIA & INFLUENCER INVITATION
We will create invitations with all the required
information written across the top of a Kaskade vinyl.
Each Tier A market will be able to invite ten journalists
or influencers to join us for the weekend in IDeezer.
Media verticals we will look to target include:
 National newspapers
 Major consumer publications
 Music magazines
 Online influencers

14. DEEZER CHANNEL PROMOTION
Hear This
Promo card
offered to
encourage
increase in artist
streams
Playlist
Editorial playlist
inclusion for artist
New release
Top row new
release positioning
Share of voice
Greater SOV in Mix
channels and Flow
algorithm
Email blast
Dedicated email
announcing
competition
registration
Push notification
Delivered to
subscribers
encouraging
registration

15. EXPERIENCE
CAMPAIGN BREAKDOWN

16. EVENT OVERVIEW
We will host between three and four ‘secret’ IDeezer parties,
headlined by Kaskade.
These will be scheduled at intimate locations around the
island, and at different points of the day:
 Pool party at a private villa
 Sundown party at a secluded beach
 Surprise guest performance at a club
 Intimate after-party in the wee hours
Each party will host between 100 and 300 guests. Guests in
Ibiza and abroad will have the ability to help “curate their live
playlist” by tweeting their song suggestions to Kaskade, using
the hashtag #IDeezer

17. ARTIST REQUIREMENTS
The artist will be required to stage between three or four gigs,
ranging between one to two hours.
While they will have the ability to determine their own set,
they will be required to take some form of guidance through
the social crowd-sourcing mechanism: “Tweet Kaskade what
tracks you’d like him to play using the #Ideezer hashtag, and
help curate your own live playlist”
There is the opportunity to use more than one Warner artist in
this campaign – for simplicity of this presentation we have
focused on Kaskade as an example.

18. DRIVING ATTENDANCE
GPS DEEZER
We can send gig details by
identifying which Deezer
users are on the island, via
GPS (opt-in only)
IBEACON NOTIFICATIONS
We can push content about
the gigs to peoples
smartphones via iBeacon
placement
GEO-LOCATED TWEETS
We can post through social,
and geo-lock the posts to the
Ibiza region
INFLUENCERS
We will contract three or four
of the influential island
residents to invite a ‘select’
audience
We will look to supplement attendance at our events through the following mechanics

19. LIVE SOCIAL ACTIVATION
UNSTAGED
Partnership with Unstaged to
film and broadcast the
sessions
BOILER ROOM
Partnership with Boiler Room
to live-stream events to their
online community
NOISEY
Negotiate a media
partnership where Noisey are
the exclusive media channel
to host the stream
DEEZER
An audio only stream will be
hosted on Deezer channels
We will look to negotiate live-streaming partners. Options could include:

20. SOCIAL NEWSROOM
A social media manager, designer, content editor and
media buyer will set up a ‘war room’ across the
IDeezer weekend where we will ensure snippets of the
activation are amplified in real-time throughout all
Deezer social channels

21. DEEZER CHANNEL PROMOTION
Email
Email to Deezer
database
encouraging
people to listen to
the live-stream
Push Notification
Notification
distributed,
encouraging
people to listen live
Live-Stream
Live-stream hosted
on Deezer
platform

22. AMPLIFY
CAMPAIGN BREAKDOWN

23. CONTENT OVERVIEW
CONTENT PIECE
Online sizzle video
capturing the spirit of the
weekend
MyDeezer video interview
with Kaskade
Editorial package
including news video and
broadcast b-roll
Audio stream from each
of the gigs, transferred to
playlists
LENGTH
60-90 seconds 60 seconds News video: 120 secs
B-Roll: 15 minutes
Up to two hours
PLACEMENT
Website, social media
channels
Social channels Online PR, key broadcast
partners
Deezer channels, PR
assets

24. MEDIA VERTICALS
MUSIC NEWS LIFESTYLE SOCIAL

25. SOCIAL CONTENT
PAID
Significant media spend available to boost
high-performing content on both Twitter and
Facebook
EARNED
“Watch to unlock” competitions. Consumers are
encouraged to watch the video and screenshot
our secret message to win a holiday to Ibiza
OWNED
Content is amplified through Deezer and
Kaskade social channels – reaching an estimated
audience of 6 million globally

26. DEEZER CHANNEL PROMOTION
We will offer the same channel promotion package as the announcement phase.
Package to be tailored per market.
Hear This
Promo card
offered to
encourage playlist
streams
Playlist
Editorial playlist
included and
promoted
New release
Top row new
release positioning
Share of voice
Greater SOV in Mix
channels and Flow
algorithm
Email blast
Dedicated email
encouraging you to
listen to IDeezer
stream
Push notification
Delivered to
subscribers
encouraging
streaming

27. HOUSEKEEPING
A NOD TO THE NECESSITIES

28. POTENTIAL PARTNERS
TRAVEL
Secure an airline or travel
company that could help with
the cost of international travel
MOBILE
Approach a mobile network
that Deezer has already
partnered with for co-funding
CHANNEL
Outreach to channel or media
partners to help increase
impact and reach
JBL
Approach a tech supplier to
cover the cost and production
of staging the gigs
If needed, we could look to extend this campaign and incorporate more
partners:

29. KPIs
Media Reach
Agree reach and
placement of
campaign amongst
key media titles
Media Tone
Agree sentiment
benchmarks for
favourable
endorsements
Engagement
Set IPM engagement
levels across all
social channels
Content Views
Agree total reach
and location of
content views
Data Registration
Set performance
metrics for
competition entries
and data capture

30. A RECAP: WHAT DOES WARNER MUSIC GET?
PR COVERAGE
Full inclusion in all
editorial – expected
to exceed 300 pieces,
reaching millions
SOCIAL BUZZ
Full amplification
through social
channels – with a
reach expected to
exceed twelve
million
DATA CAPTURE
Access to all
competition winners
data through the
bespoke microsite
build – expected to
reach 5000 people
DEEZER PROMO
Full artist
amplification through
Deezer channels (two
packages), with an
estimated value of
XXX
A full breakdown of return for Warner Music is available on the next slide, but at a macro-
level viewpoint, you will receive the following. Please note that these KPIs are references
only and full benchmarking will be agreed once the campaign has been fully developed.
CAMPAIGN
IDeezer attendance
available for artist
fans, management
and family to attend –
30 places in total

31. ANNOUNCEMENT: DELIVERABLES TO WARNER MUSIC
PR ACTIVATION 1 x press release announcement 1 x online social video 1 x broadcast B-Roll 1 x set of editorial photographs
ONLINE / SOCIAL
ACTIVATION
Budget allocation to sponsor
Facebook posts
Budget allocation to promote
tweets
Budget allocation to boost artist
social posts
Budget allocation for Instagram
ads
1 x microsite to capture data of
competition entrants
DEEZER PLATFORMS 1x email to Deezer database 1 x push notification to
subscribers
2 x weeks of greater share of
voice in Mix & Flow algorithms
2 x weeks of top row New
Release positioning
2 x weeks of editorial playlist
inclusion and Hear This promo
cards
LIVE EXPERIENCE: DELIVERABLES TO WARNER MUSIC
PR ACTIVATION 50 x global media attendance 1 x media partner to host a live-
stream
ONLINE / SOCIAL
ACTIVATION
Budget allocation to sponsor
Facebook posts
Budget allocation to promote
tweets
Budget allocation to boost artist
social posts
1 x live-stream through online
platform
DEEZER PLATFORMS 1x email to Deezer database 1 x push notification to
subscribers
1 x live-stream on Deezer
channels
AMPLIFY: DELIVERABLES TO WARNER MUSIC
PR ACTIVATION 1 x press release 1 x online sizzle video 1 x talent interview video 1 x broadcast b-roll 1 x set of editorial photographs
ONLINE / SOCIAL
ACTIVATION
Budget allocation to sponsor
Facebook posts
Budget allocation to promote
tweets
Budget allocation to boost artist
social posts
Budget allocation for Instagram
ads
Online advertising buy with
Display and Adword components
DEEZER PLATFORMS 1x email to Deezer database 1 x push notification to
subscribers
2 x weeks of greater share of
voice in Mix & Flow algorithms
2 x weeks of top row New
Release positioning
2 x weeks of editorial playlist
inclusion and Hear This promo
cards
GENERIC CAMPAIGN ADDITIONS
GENERIC 20 x artist fans selected to attend 10 x artist / label places on
IDeezer weekend
Agreement on campaign targets Full co-branding and sign-off on
assets
WHAT DOES WARNER MUSIC GET?

32. WHAT DO WE NEED FROM WARNER MUSIC?
The selection of core artist needs to be mutually agreed between Warner Music and
Deezer, to ensure that our focal artist has enough global recognition to help
spearhead the campaign
Option One:
1 x provision of label artist to
take part in campaign
Agreement to clear music
publishing and licensing costs for
1 x core track by selected artist
Rights to stream and host live
performance from IDeezer
1 x cash contribution of £80,000
Option Two:
3 x provision of label artists to
take part in campaign
Agreement to clear music
publishing and licensing costs for
3 x tracks by selected artists
Rights to stream and host live
performance from IDeezer
1 x cash contribution of £50,000

33. NEXT STEPS
1. SECURE WARNER MUSIC FEEDBACK
We would look to secure your top-line feedback to the
campaign – determining if this idea could work in
partnership with Warner
2. DEVELOP ARTIST SHORTLIST
We will develop a suggested shortlist of artists we could
run this campaign in conjunction with
3. PREPARE FULL CAMPAIGN PLAN
We will develop a full campaign plan and requirements
for a particular artist, and then make a joint approach

34. THANK YOU!
ON BEHALF OF EVERYONE AT DEEZER

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