Music is more than sounds and words. It’s part of what defines us and the experiences that make us. Listening to music can take you on an emotional journey to the past, from the present and back again. An experience that transcends language and cultures. Deezer Flow plays each user a tailored and infinite soundtrack of music that they love personally, without them having to do anything but press play. It takes listeners on an emotional journey through music and time that is unique to their own memories and experiences. It’s not about artists and tracks - It’s about moments of genuine emotion, a moment of Flow.
Our brief was to develop a brand campaign that differentiates Deezer from the other music streaming services through focusing on Deezer Flow, their service differentiator. We also had the challenge of this being the first global campaign for Deezer, who already had established and distinctively different brand campaigns and market positions in each of their key territories.
Flow is genuinely loved by those who use it, so we used their language to describe the Flow experience, and influence the voice-over for our TVC and digi-videos. Our TVCs follow two individuals each lost in their own personal Flow moment. Their everyday scenarios are transformed into emotional spaces conjured up by a particular track that Flow has played to them. A crowded commute becomes a happy place. Memories of a past love pop up unexpectedly in a supermarket.
We appointed BAFTA and EMMY nominated director John Dower at Pulse films to apply his unique approach at documentary film making to the project. From the first meeting with John we knew that his work would result in genuine performances that would capture the power of music and how hearing a certain song can transport you to a truly personal place.
The Flow my Music campaign will run across Deezer’s three key territories - UK, France and Germany initially - and was backed up by VOD, digital acquisition and social media encouraging downloads and signups for a uniquely personal music experience that can only be delivered by Deezer Flow.
The second TVC (below) will be going live this summer.