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| Deezer to take on Apple Music with launch of UK ad campaign | Deezer to take on Apple Music with launch of UK ad campaign |
| (about 1 hour later) | |
| Deezer, the music streaming service part owned by Warner Music proprietor Len Blavatnik, is to launch its first-ever UK TV ad campaign to fight the arrival of rival Apple Music. | Deezer, the music streaming service part owned by Warner Music proprietor Len Blavatnik, is to launch its first-ever UK TV ad campaign to fight the arrival of rival Apple Music. |
| Deezer, in which Blavatnik’s Access Industries group has a minority stake purchased for $130m (£84m) three years ago, launched in the UK in 2011 but has never launched a major advertising campaign. | Deezer, in which Blavatnik’s Access Industries group has a minority stake purchased for $130m (£84m) three years ago, launched in the UK in 2011 but has never launched a major advertising campaign. |
| The French company struck a deal with Channel 4 in June º the same month the iPhone-maker unveiled plans to roll out Apple Music – which saw the broadcaster offer TV ad slots in return for either an equity stake or a revenue share deal. | |
| Deezer’s new TV ad campaign, which breaks in the first ad-break of Channel 4’s Gogglebox on Friday, has a very British theme with the main character a music-loving ant-hero dubbed geezer. | Deezer’s new TV ad campaign, which breaks in the first ad-break of Channel 4’s Gogglebox on Friday, has a very British theme with the main character a music-loving ant-hero dubbed geezer. |
| The ads, four have been made which are designed to be viewed sequentially, feature various objects and characters that rhyme with the word Deezer. From the lead character Geezer to a freezer, a crowd pleaser and a lemon squeezer. | The ads, four have been made which are designed to be viewed sequentially, feature various objects and characters that rhyme with the word Deezer. From the lead character Geezer to a freezer, a crowd pleaser and a lemon squeezer. |
| “The ads deliberately mimic a 1970s educational or public broadcaster style announcement,” says Christian Harris, managing director of Deezer’s UK and Ireland operation. “They are quite stylised but with a character who is a recognisable English character, a geezer. We’ve deliberately created a campaign specific to the UK market. Deezer hasn’t done TV advertising in the UK, and it is also a first in that no major music streaming service has done a mass-market UK TV campaign.” | “The ads deliberately mimic a 1970s educational or public broadcaster style announcement,” says Christian Harris, managing director of Deezer’s UK and Ireland operation. “They are quite stylised but with a character who is a recognisable English character, a geezer. We’ve deliberately created a campaign specific to the UK market. Deezer hasn’t done TV advertising in the UK, and it is also a first in that no major music streaming service has done a mass-market UK TV campaign.” |
| Each of the ads in the series becomes progressively more bizarre in making rhyming connections to the word Deezer. The campaign runs with the strapline “sounds like you”. | Each of the ads in the series becomes progressively more bizarre in making rhyming connections to the word Deezer. The campaign runs with the strapline “sounds like you”. |
| “The brief from Deezer was to create a campaign that would make the brand stand out and become more recognisable, and crucially deliver it to the UK audience in a way that would resonate with them,” said Cat Botibol, owner and creative chief at ad agency pd3, which created the campaign. “Through creating a memorable series of images and soundbites that bring the Deezer brand and service to the forefront, we’re excited about seeing its impact.” | “The brief from Deezer was to create a campaign that would make the brand stand out and become more recognisable, and crucially deliver it to the UK audience in a way that would resonate with them,” said Cat Botibol, owner and creative chief at ad agency pd3, which created the campaign. “Through creating a memorable series of images and soundbites that bring the Deezer brand and service to the forefront, we’re excited about seeing its impact.” |
| Deezer claims a global base of 6 million paying subscribers to its music service. | Deezer claims a global base of 6 million paying subscribers to its music service. |
| The deal is part of Channel 4’s commercial growth fund which offers start-ups not currently advertising on TV the chance to launch campaigns by giving an equity stake to the broadcaster or striking a revenue share deal. | The deal is part of Channel 4’s commercial growth fund which offers start-ups not currently advertising on TV the chance to launch campaigns by giving an equity stake to the broadcaster or striking a revenue share deal. |