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FYI SOUND AND 
MUSIC 
September 2014
1982
65 - 110 million CD albums sold… 
Most sold CD album in the world !
Source : USA Today 
Most streamed artist in the world ! 
235 million streams 195 million streams
#fail : music sales 
The Music Industry’s Lost Decade 
Royalties collected 
Uncollected royalties 
– largely foreign 
$2.5...
Changes given a new birth to the industry…
Sources: PwC Sources: Cisco Visual Networking Index 
Mobile becomes the norm
Havas Media Mobile Solutions :
Power has shifted to the customer 
12
Music identity and consumer’s lives 
Royalties collected 
Uncollected royalties 
– largely foreign 
$2.5mm
Lady Gaga is more than an artist…
Lady Gaga is more than an artist…
Lady Gaga is more than an artist…
Lady Gaga is more than an artist… 
The day after in Metro…
Playlist of the day : 
Radio audiences – what’s new ? 
Radio measurement evolution – walk to the future 
Digizik : how to ...
Global trends on latest wave 
1. Declining reach on 18-54 (more specifically in the North) 
2. Still more listened in the ...
Marketshare 
+5% -38% 
-17% 
22% 
21% 
13% 
Source : CIM Radio, Target 18-54, 06:00-20:00, Wave 2014-2
Marketshare 
-24% 
-20% 
21% 
13% 12% 
+21% 
-19% 
-16% 
Source : CIM Radio, Target 18-54, 06:00-20:00, Wave 2014-2
A decrease in the North and in the 
South 
Source : CIM Radio, Target 18-54, 06:00-20:00, Wave 2014-2 
Check 
evolution
Source : CIM Radio, Target 18-54, 06:00-20:00, Wave 2014-2 
4h27 
3h14 
 Slightly decreasing 
 Stable
Source : CIM Radio, Target 18-54, 06:00-20:00, Wave 2014-2 
At 
home 
48% 
Car 
23% 
Work 
23% 
Other 
6%
Source : CIM Radio, Target 18-54, 06:00-20:00, Wave 2014-2 
Classic 
47% -8% 
Autoradio 
45%  0% 
TV 
4%  0% 
Computer ...
10,8% 
20,9% 
6,6% 
11,4% 
12,9% 
21,8% 
1,1% 
6,7% 
Others 
7,8% 
12,4% 
4,1% 
3,9% 
9,9% 
21,2% 
12,8% 
10,9% 
8,9% 
4,2...
RADIO 
MEASUREMENT 
Passive and the future measurement – 
25/9/2014
The « Now » (CIM Radio Survey) 
CIM Radio Survey 
Since 2001 
Diary Method 
Sample of 
5.534 diaries 
(wave 2014-2) 
Cumul...
PPM = Portable People Meter -What?
PPM: a little history 
• PPM is a measurement technology set up in ‘88 by (US) 
• PPM measurement is used since years in U...
PPM – How does it work ? 
PPM is worn like a pager and tracks 
when and where consumers listen to 
radio 
The PPM listens ...
PPM – Why ? Three main reasons (for Qgroup & VRT) 
• Learnings to optimize programs. The PPM study is dedicated to those w...
Based on the memory of the 
respondent. 
− “Is he/she able to identify every station 
he/she is listening to ?” 
− “Precis...
Why the market did not adopt passive 
measurement? 
• CIM survey meets global market satisfaction. 
• PPM results show sta...
Other initiatives for the future? 
Able to track multiple media in & out of home: 
- Radio & TV: using sound matching 
- I...
App which transforms the smartphone into an 
audience measurement device: 
- It detects various audio streams (like AM/FM,...
Take-away’s 
• Radio listener evolution is the starting point and the measurement methodologies 
must adapt accordingly. 
...
FEED YOUR 
HAVAS MEDIA 
24/09/2014 
INSPIRATION 
SOUND & MUSIC
«THINKDIFFERENT» 
INNOVATION AND DESIGN 
SONGSOF INNONCENCE
DIGIZIK 
INTERACTIVE MUSIC BUREAU
L’AGENCE 
FRANÇOIS 
CHARLES 
GREGORY 
LEFILLATRE 
DIGIZIK
Mise en relation des ressourceset objectifs de chacun. 
Création de valeurpar la musique. 
Connexion avec les ciblesà trav...
L’AGENCE 
·Stratégiemusique-marketing 
·Production de contenu 
·Gestionde campagne 
INTERACTIVE 
MUSICBUREAU
MUSIQUE 
& MARKETING
FAIRE ENTENDRE SA VOIX 
MUSIQUE & MARKETING
OWNED 
MUSIQUE & MARKETING 
EARNED 
PAID
APPLICATIONS 
MU S I Q U E & MA R K E T I N G 
MARKETING 
IDENTITÉ SONORE 
SYNCHRO 
CO-CREATION 
ÉGÉRIE / AMBASSADEUR 
ANI...
POURQUOI 
LA MUSIQUE? 
MUSIQUE & MARKETING
74% DES FRANÇAIS DÉCLARENT NE PAS POUVOIR SE PASSER DE MUSIQUE 
POURQUOI LA MUSIQUE ? 
MUSIQUE & MARKETING 
Source : Sonda...
02H00 
D’ÉCOUTE 
JOURNALIÈRE 
POURQUOI LA MUSIQUE ? 
MUSIQUE & MARKETING 
Source : Sondage Sacem–musique info juin 2005
POURQUOI LA 
MUSIQUE ? 
MUSIQUE & 
MARKET ING 
Source : IFPI 2013
LA MUSIQUE ET LE CINÉMA SONT LES SUJETS LES PLUS DISCUTÉS SUR LE WEB 
POURQUOI LA MUSIQUE ? 
MUSIQUE & MARKETING 
Source :...
CONTENUS 
POURQUOI LA MUSIQUE ? 
... 
MUSIQUE & MARKETING
PLATEFORMES 
POURQUOI LA MUSIQUE ? 
... 
MUSIQUE & MARKETING
ENGAGE 
FÉDÈRE 
POSITIONNE 
POURQUOI LA MUSIQUE ? 
MUSIQUE & MARKETING
SATURATION PUBLICITAIRE 
INTÉRÊT POUR LA MUSIQUE 
MATURITÉ MARCHÉ/OUTILS 
POURQUOI LA MUSIQUE ? 
MUSIQUE & MARKETING
MUSIQUE & MARKETING 
CHOISIRLE BON PARTENAIREMUSIQUE
MUSIQUE>> MEDIA 
MUSIQUE & MARKETING 
MUSIQUE>> STIMULUS
CHAQUEARTISTE ESTUN MÉDIA 
MUSIQUE >>MEDIA 
AUDIENCE 
POINTS DE CONTACT 
IMAGE 
DISPOSITION
EXEMPLE 1 : ED SHEERAN 
MUSIQUE & MARKETING
EXEMPLE 2 : STEREOCLIP 
MUSIQUE & MARKETING
ARTISTE 
Origine 
ED SHEERAN 
STEREOCLIP 
FacebookFans (BE) 
Age des Fans 
Sexe des Fans 
YoutubeSubscribers(BE) 
Vuescumu...
MUSIQUE & MARKETING
MUSIQUE>> MEDIA 
MUSIQUE & MARKETING 
MUSIQUE>> STIMULUS
MUSIQUE >>STIMULUS 
MUSIQUE & MARKETING 
AFFECTIF 
COGNITIF 
COMPORTEMENTAL 
STIMULI 
Source : Rieunier2013
STIMULUS COGNITIF 
MUSIQUE & MARKETING 
Source : Gallopel1998
CASE STUDY 
ED SHEERAN 
X STIB/MIVB
STIB/MIVB XDIGIZIK XWARNER MUSIC XHAVAS MEDIA 
CASE STUDY
BRIEFING 
CASE STUDY 
CAMPAGNE DE 
RENTRÉESCOLAIRE 
>>BOOSTER LES ABONNEMENTS EN LIGNE 
>>CRÉER UN LIEN AFFECTIF AVEC LES ...
RECO 
CASE STUDY 
·Connexion avec la cible 
·Création de contenu exclusif 
·Story-telling positif 
·Engagement 
·Valorisat...
Artiste disposant d’une forte notoriété 
Connexion avec la cible jeune 
Image sympathiqueet accessible 
En plein dans l’ac...
CAMPAGNE 
CASE STUDY 
ASSOCIATION À ED SHEERANEN TANT QUE : 
>>MÉDIA 
>>CRÉATEUR DE STORIES 
2 ÉTAPES DE CAMPAGNE EN LIEN ...
CAMPAGNE 
CASE STUDY 
·Evolution des ventes en ligne 
·Attitude des internautes vis à vis de la STIB 
·Degré d’engagements...
•Concours supporté par une petite campagne Facebook et du seeding 
•Showcaseexclusif au musée du tram 
•Captation audio et...
•Campagne Globale // Havas 
•Concours Blind-test 
-Prix exclusifs 
-Mécanique sociale 
•Offre de téléchargement d’un conte...
AGENDASACCORDÉS 
Pukkelpop 
Forest National 
Lancement «X» 
Promo Be 
Phase #1 
Musée du 
tram 
Phase #2 
Fin de campagne ...
L’AGENCE
CASE STUDY
QUELS 
RESULTATS? 
CASE STUDY
·36 jours de concours 
·+ de 3.300 participants (3000 les 15 premiers jours) 
·+ de 94.000 visiteurs uniques 
·+ de 195.00...
RÉSULTATS 
VENTES 
EN LIGNE 
+60% VS 2013 
CASE STUDY
CASE STUDY 
RÉSULTATS (AU 22.09.14)
CASE STUDY
CASE STUDY
89 
MUSIQUE & MARKETING
90 
MUSIQUE & MARKETING
CASE STUDY
MUSIQUE & MARKETING
CASE STUDY
«Grâce à Digizik, la collaboration avec Ed Sheeran nous a été proposée et est tombée sous le sens! 
Et les résultats parle...
VENTES EN LIGNE ++ 
RELATIONAUX ADOS ++ 
ENGAGEMENT SOCIAL MEDIA ++ 
EN BREF 
CASE STUDY
CONTACT 
contact@digizik.com 
www.digizik.com
CONTEXT 
Have A Nice Day 
is a loyalty program 
to be installed widely 
among Mobistar’customers 
(and beyond)
“We at Mobistar say ‘thank 
you’ to our customers… 
KEY MESSAGE 
and reward them without exception… 
but always in an unex...
Partnership between Mobistar & 
Universal Music 
Universal Unifying 
Lovable Sharable 
Music 
 
Emotion 
STRATEGY
Make sure we bring over a clear 
message & promise avoiding 
investing in a Mika campaign 
• Obtain broad online visibilit...
BUILD UP 
Awareness 
Mika@concept store 
in Liège 
Concert 
PAID 
Digital campaign 
E-DM 
Mobistar 
customers 
Surprise cl...
Next slide ;-) 
WEB SITE 
HAND landing 
page 
WOM/advocacy 
Buzz press 
Amplify 
• Standards 
Ads 
• Promoted 
Link 
• New...
Earned
Results 
74 mio impressions 200 000 clicks 
0,3% CTR (3x more than benchmark) 
Best channel : Real Time Bidding 
27.000 pa...
QUESTIONS ? 
THANK YOU
Feed your inspiration session of 25092014 dedicated to sound & music: discover very inspired topics dedicated to radio and...
Feed your inspiration session of 25092014 dedicated to sound & music: discover very inspired topics dedicated to radio and...
Feed your inspiration session of 25092014 dedicated to sound & music: discover very inspired topics dedicated to radio and...
Feed your inspiration session of 25092014 dedicated to sound & music: discover very inspired topics dedicated to radio and...
Feed your inspiration session of 25092014 dedicated to sound & music: discover very inspired topics dedicated to radio and...
Feed your inspiration session of 25092014 dedicated to sound & music: discover very inspired topics dedicated to radio and...
Feed your inspiration session of 25092014 dedicated to sound & music: discover very inspired topics dedicated to radio and...
Feed your inspiration session of 25092014 dedicated to sound & music: discover very inspired topics dedicated to radio and...
Feed your inspiration session of 25092014 dedicated to sound & music: discover very inspired topics dedicated to radio and...
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Feed your inspiration session of 25092014 dedicated to sound & music: discover very inspired topics dedicated to radio and music. But not only.

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Discover some very interesting topics like the last CIM wave results, music: a new business model, the measure beyond the CIM results and the future of measurement, the great work of Digizik for STIB/MIVB and the great case of Mobistar and Mika the pop star

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Feed your inspiration session of 25092014 dedicated to sound & music: discover very inspired topics dedicated to radio and music. But not only.

  1. 1. FYI SOUND AND MUSIC September 2014
  2. 2. 1982
  3. 3. 65 - 110 million CD albums sold… Most sold CD album in the world !
  4. 4. Source : USA Today Most streamed artist in the world ! 235 million streams 195 million streams
  5. 5. #fail : music sales The Music Industry’s Lost Decade Royalties collected Uncollected royalties – largely foreign $2.5mm
  6. 6. Changes given a new birth to the industry…
  7. 7. Sources: PwC Sources: Cisco Visual Networking Index Mobile becomes the norm
  8. 8. Havas Media Mobile Solutions :
  9. 9. Power has shifted to the customer 12
  10. 10. Music identity and consumer’s lives Royalties collected Uncollected royalties – largely foreign $2.5mm
  11. 11. Lady Gaga is more than an artist…
  12. 12. Lady Gaga is more than an artist…
  13. 13. Lady Gaga is more than an artist…
  14. 14. Lady Gaga is more than an artist… The day after in Metro…
  15. 15. Playlist of the day : Radio audiences – what’s new ? Radio measurement evolution – walk to the future Digizik : how to reinforce brand equity through partnerships Case time : Ed Sheraan & Stib / Mika & Mobistar
  16. 16. Global trends on latest wave 1. Declining reach on 18-54 (more specifically in the North) 2. Still more listened in the North 3. 1st place • Where = home • Support = classical radio than autoradio 4. C/000 is increasing: 8,3€ in the North & 11,6€ in the South.
  17. 17. Marketshare +5% -38% -17% 22% 21% 13% Source : CIM Radio, Target 18-54, 06:00-20:00, Wave 2014-2
  18. 18. Marketshare -24% -20% 21% 13% 12% +21% -19% -16% Source : CIM Radio, Target 18-54, 06:00-20:00, Wave 2014-2
  19. 19. A decrease in the North and in the South Source : CIM Radio, Target 18-54, 06:00-20:00, Wave 2014-2 Check evolution
  20. 20. Source : CIM Radio, Target 18-54, 06:00-20:00, Wave 2014-2 4h27 3h14  Slightly decreasing  Stable
  21. 21. Source : CIM Radio, Target 18-54, 06:00-20:00, Wave 2014-2 At home 48% Car 23% Work 23% Other 6%
  22. 22. Source : CIM Radio, Target 18-54, 06:00-20:00, Wave 2014-2 Classic 47% -8% Autoradio 45%  0% TV 4%  0% Computer 2%  0% Mobile 2%  0% Classic 46% -10% Autoradio 41%  0% TV 8%  0% Computer 3%  0% Mobile 3%  0% Devices
  23. 23. 10,8% 20,9% 6,6% 11,4% 12,9% 21,8% 1,1% 6,7% Others 7,8% 12,4% 4,1% 3,9% 9,9% 21,2% 12,8% 10,9% 8,9% 4,2% Others 11,7% Source : CIM Radio, Target 18-54, 06:00-20:00, Wave 2014-2 Radio Market Share
  24. 24. RADIO MEASUREMENT Passive and the future measurement – 25/9/2014
  25. 25. The « Now » (CIM Radio Survey) CIM Radio Survey Since 2001 Diary Method Sample of 5.534 diaries (wave 2014-2) Cumulation of 3 waves for the planning & buying 15 minutes measurement 3 times per year reporting Minimum 12 years of age
  26. 26. PPM = Portable People Meter -What?
  27. 27. PPM: a little history • PPM is a measurement technology set up in ‘88 by (US) • PPM measurement is used since years in US, Canada, Australie, Singapour, UK, … • VAR/VRT adopted the PPM in 2003 (n=450; 12 to 65 y.o.) • Adoption by RTVM & Medialaan (Qgroup) in 2007 (n=2007: 1000) • Arbitron was bought by in Sept 2013. • Today, the sample is about 800 people in Belgium(North only).
  28. 28. PPM – How does it work ? PPM is worn like a pager and tracks when and where consumers listen to radio The PPM listens for an inaudible (psycho acoustic masking) time and station code embedded into’s station audio. PPM detects motion and at nights, the unit is plugged into its docking stations; data are then sent to Arbitron/Nielsen. The channels received at D+1 performances minute/minute. PPM is not « audio matching » technology, it is an « encoding » technology.
  29. 29. PPM – Why ? Three main reasons (for Qgroup & VRT) • Learnings to optimize programs. The PPM study is dedicated to those who realize, produce the shows (VRT Channels and Qgroup channels). • To have a better and a quicker view on the evolution of the radio landscape in the North. • Evaluate how far the PPM study can be an alternative to auto- filled diaries (CIM)
  30. 30. Based on the memory of the respondent. − “Is he/she able to identify every station he/she is listening to ?” − “Precision of the listening moment ?” − Does the respondent fill the diary correctly ? − Per 15 min Is a passive measurement: − Accurate channel identification − Accurate listening moment identification − “Exposure to the medium” measurement (Listening in a ‘conscious way) ? − More control − Per min CIM Survey: “picture” PPM Survey: “movie” PPM vs CIM Radio ?
  31. 31. Why the market did not adopt passive measurement? • CIM survey meets global market satisfaction. • PPM results show stable performances just like CIM Survey actually does • The market needs robust data based on large samples (CIM survey -> n=8000 people/ PPM survey= 800 people). • Advertisers, media reps and media agencies are not so keen to pay for the study. • PPM remains an expensive solution (especially for the handling of the sample)
  32. 32. Other initiatives for the future? Able to track multiple media in & out of home: - Radio & TV: using sound matching - Internet using a combination of software & - OOH using optional GPS locator - Instore & cinemas using RFID beacons - Press, using integrated bar-code reader Able to measure the exposition to multiple media: - Measures exposition to TV, radio, cinema. - Movement detection.
  33. 33. App which transforms the smartphone into an audience measurement device: - It detects various audio streams (like AM/FM, DAB, Digital TV and internet listening) - Low panel recruitment costs Other initiatives for the future?
  34. 34. Take-away’s • Radio listener evolution is the starting point and the measurement methodologies must adapt accordingly. • Radio will remain an « all-day companion », « a live media » but : • New usages are emerging; timeshift listening (podcast) and convergence (Radio on TV, radio on web, …) • Delinearisation phenomenom and radio content ‘picking’ • New actors • The goal will be to find the best methodology to measure the transformation of the media. CIM Radio contract ending with GfK is foreseen at the end of 2015.
  35. 35. FEED YOUR HAVAS MEDIA 24/09/2014 INSPIRATION SOUND & MUSIC
  36. 36. «THINKDIFFERENT» INNOVATION AND DESIGN SONGSOF INNONCENCE
  37. 37. DIGIZIK INTERACTIVE MUSIC BUREAU
  38. 38. L’AGENCE FRANÇOIS CHARLES GREGORY LEFILLATRE DIGIZIK
  39. 39. Mise en relation des ressourceset objectifs de chacun. Création de valeurpar la musique. Connexion avec les ciblesà travers un contenu engageantet positionnant. L’AGENCE INTERACTIVE MUSICBUREAU
  40. 40. L’AGENCE ·Stratégiemusique-marketing ·Production de contenu ·Gestionde campagne INTERACTIVE MUSICBUREAU
  41. 41. MUSIQUE & MARKETING
  42. 42. FAIRE ENTENDRE SA VOIX MUSIQUE & MARKETING
  43. 43. OWNED MUSIQUE & MARKETING EARNED PAID
  44. 44. APPLICATIONS MU S I Q U E & MA R K E T I N G MARKETING IDENTITÉ SONORE SYNCHRO CO-CREATION ÉGÉRIE / AMBASSADEUR ANIMATION DE POINT DE VENTE SPONSORING ACTIVATION BRAND CONTENT CORPORATE EVENT ...
  45. 45. POURQUOI LA MUSIQUE? MUSIQUE & MARKETING
  46. 46. 74% DES FRANÇAIS DÉCLARENT NE PAS POUVOIR SE PASSER DE MUSIQUE POURQUOI LA MUSIQUE ? MUSIQUE & MARKETING Source : Sondage Sacem–musique info juin 2005
  47. 47. 02H00 D’ÉCOUTE JOURNALIÈRE POURQUOI LA MUSIQUE ? MUSIQUE & MARKETING Source : Sondage Sacem–musique info juin 2005
  48. 48. POURQUOI LA MUSIQUE ? MUSIQUE & MARKET ING Source : IFPI 2013
  49. 49. LA MUSIQUE ET LE CINÉMA SONT LES SUJETS LES PLUS DISCUTÉS SUR LE WEB POURQUOI LA MUSIQUE ? MUSIQUE & MARKETING Source : IFPI 2013
  50. 50. CONTENUS POURQUOI LA MUSIQUE ? ... MUSIQUE & MARKETING
  51. 51. PLATEFORMES POURQUOI LA MUSIQUE ? ... MUSIQUE & MARKETING
  52. 52. ENGAGE FÉDÈRE POSITIONNE POURQUOI LA MUSIQUE ? MUSIQUE & MARKETING
  53. 53. SATURATION PUBLICITAIRE INTÉRÊT POUR LA MUSIQUE MATURITÉ MARCHÉ/OUTILS POURQUOI LA MUSIQUE ? MUSIQUE & MARKETING
  54. 54. MUSIQUE & MARKETING CHOISIRLE BON PARTENAIREMUSIQUE
  55. 55. MUSIQUE>> MEDIA MUSIQUE & MARKETING MUSIQUE>> STIMULUS
  56. 56. CHAQUEARTISTE ESTUN MÉDIA MUSIQUE >>MEDIA AUDIENCE POINTS DE CONTACT IMAGE DISPOSITION
  57. 57. EXEMPLE 1 : ED SHEERAN MUSIQUE & MARKETING
  58. 58. EXEMPLE 2 : STEREOCLIP MUSIQUE & MARKETING
  59. 59. ARTISTE Origine ED SHEERAN STEREOCLIP FacebookFans (BE) Age des Fans Sexe des Fans YoutubeSubscribers(BE) Vuescumulées Twitter followers Instagramfollowers Soundcloudfollowers UK 8.202.585 (BE : 74.355) 13-24 74% F / 26% M 3.183.251 (BE : 19.586) 593.156.722 10.400.000 393.000 -- BE 11.327 (BE : 2.960) 18-34 41% F / 57% M 3.084 (BE : 752) 1.275.701 (+ Délicieuse) 97 294 14.723 MUSIQUE & MARKETING
  60. 60. MUSIQUE & MARKETING
  61. 61. MUSIQUE>> MEDIA MUSIQUE & MARKETING MUSIQUE>> STIMULUS
  62. 62. MUSIQUE >>STIMULUS MUSIQUE & MARKETING AFFECTIF COGNITIF COMPORTEMENTAL STIMULI Source : Rieunier2013
  63. 63. STIMULUS COGNITIF MUSIQUE & MARKETING Source : Gallopel1998
  64. 64. CASE STUDY ED SHEERAN X STIB/MIVB
  65. 65. STIB/MIVB XDIGIZIK XWARNER MUSIC XHAVAS MEDIA CASE STUDY
  66. 66. BRIEFING CASE STUDY CAMPAGNE DE RENTRÉESCOLAIRE >>BOOSTER LES ABONNEMENTS EN LIGNE >>CRÉER UN LIEN AFFECTIF AVEC LES JEUNES
  67. 67. RECO CASE STUDY ·Connexion avec la cible ·Création de contenu exclusif ·Story-telling positif ·Engagement ·Valorisation achats en ligne STRATÉGIE
  68. 68. Artiste disposant d’une forte notoriété Connexion avec la cible jeune Image sympathiqueet accessible En plein dans l’actualité STATUT ED SHEERAN CASE STUDY
  69. 69. CAMPAGNE CASE STUDY ASSOCIATION À ED SHEERANEN TANT QUE : >>MÉDIA >>CRÉATEUR DE STORIES 2 ÉTAPES DE CAMPAGNE EN LIEN AVEC L’ACTUALITÉ DE L’ARTISTE ET LES BESOINS DE LA MARQUE.
  70. 70. CAMPAGNE CASE STUDY ·Evolution des ventes en ligne ·Attitude des internautes vis à vis de la STIB ·Degré d’engagementsur les réseaux sociaux KPI’S
  71. 71. •Concours supporté par une petite campagne Facebook et du seeding •Showcaseexclusif au musée du tram •Captation audio et vidéo •Contenu social media PHASE 1 CASE STUDY LÉGITIMITÉ, CRÉATION D’UN LIEN AVEC LES FANS, PRODUCTION DE CONTENU.
  72. 72. •Campagne Globale // Havas •Concours Blind-test -Prix exclusifs -Mécanique sociale •Offre de téléchargement d’un contenu exclusif via MyBOOTIK PHASE 2 CASE STUDY ACTIVATION / ENGAGEMENT / TRANSFORMATION
  73. 73. AGENDASACCORDÉS Pukkelpop Forest National Lancement «X» Promo Be Phase #1 Musée du tram Phase #2 Fin de campagne CASE STUDY
  74. 74. L’AGENCE
  75. 75. CASE STUDY
  76. 76. QUELS RESULTATS? CASE STUDY
  77. 77. ·36 jours de concours ·+ de 3.300 participants (3000 les 15 premiers jours) ·+ de 94.000 visiteurs uniques ·+ de 195.000 visites cumulées ·+ de 830.000 pages vues ·+ de 3 minutes par session RÉSULTATS (AU 22.09.14) CASE STUDY MINI-SITEBLINDTEST
  78. 78. RÉSULTATS VENTES EN LIGNE +60% VS 2013 CASE STUDY
  79. 79. CASE STUDY RÉSULTATS (AU 22.09.14)
  80. 80. CASE STUDY
  81. 81. CASE STUDY
  82. 82. 89 MUSIQUE & MARKETING
  83. 83. 90 MUSIQUE & MARKETING
  84. 84. CASE STUDY
  85. 85. MUSIQUE & MARKETING
  86. 86. CASE STUDY
  87. 87. «Grâce à Digizik, la collaboration avec Ed Sheeran nous a été proposée et est tombée sous le sens! Et les résultats parlent d’eux-mêmes tant au niveau des chiffres de vente qu’au niveau de la participation au concours! Une action que nous réitèrerons certainement!» RÉSULTATS Source : C. Hijazin(2014) CASE STUDY
  88. 88. VENTES EN LIGNE ++ RELATIONAUX ADOS ++ ENGAGEMENT SOCIAL MEDIA ++ EN BREF CASE STUDY
  89. 89. CONTACT contact@digizik.com www.digizik.com
  90. 90. CONTEXT Have A Nice Day is a loyalty program to be installed widely among Mobistar’customers (and beyond)
  91. 91. “We at Mobistar say ‘thank you’ to our customers… KEY MESSAGE and reward them without exception… but always in an unexpected way.”
  92. 92. Partnership between Mobistar & Universal Music Universal Unifying Lovable Sharable Music  Emotion STRATEGY
  93. 93. Make sure we bring over a clear message & promise avoiding investing in a Mika campaign • Obtain broad online visibility & additional earned visibility along the multiple phases (Reach beyond M*customers only) • Go for maximum return on Mika-deal investment by actively exploring & exploiting all possible relevant line & touchpoint extensions… • Raise Awareness (1) & Educate (2nd level) on HAND as a program  CTA & click-through to end-destination (HAND page & contest) is a must CHALLENGE
  94. 94. BUILD UP Awareness Mika@concept store in Liège Concert PAID Digital campaign E-DM Mobistar customers Surprise clip in Antwerp Station Teasing Awareness Concert Follow up Contest « Mika a improvisé un miniconcert à la gare d’Anvers. Un avant-goût de la surprise que vous réserve Have a nice day ! »
  95. 95. Next slide ;-) WEB SITE HAND landing page WOM/advocacy Buzz press Amplify • Standards Ads • Promoted Link • New interactive video E-Buzz ing Pre-Roll Teasing Pre-Roll Classical display eDM, Site, FB, Twitter, POS & EVENT Mika @ concept store Mika Concert Live Streaming • Conversation and CM live Tweet • Conversation on Facebook PAID OWNED EARNED Hand Page MOBISTAR & UNIVERSAL MUSIC = SHARED sms
  96. 96. Earned
  97. 97. Results 74 mio impressions 200 000 clicks 0,3% CTR (3x more than benchmark) Best channel : Real Time Bidding 27.000 participants for 1.000 duo tickets A Mobistar, MortierBrigade, Prophets, Havas Media, UM collaboration
  98. 98. QUESTIONS ? THANK YOU

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