Dell And JioSaavn Came Together To Identify India’s Next Musical Sensation!

Objective: To Drive Participation And Engagement For The Dell Futurist Music Challenge

The Dell Futurist Music Challenge is everything we love at JioSaavn: innovative, inclusive, and inspirational. As the exclusive promotional partners for the challenge, we worked closely with Mediacom and Dell to ensure they found success across all their objectives, from driving registrations and crowdsourcing votes to announcing the winners.

Strategy: A Multi-Channel Double CTA-Led Approach To Support All Stages of The Contest From Registrations To Voting To Select Winning Entries.

The Dell Futurist Music Challenge is for everyone, everywhere in India. So that meant that Dell had an opportunity to speak to all 100 MM+ monthly active users on JioSaavn, coupled with the task of ensuring we engage and re-engage those who exhibit interest in any and all of the elements of the challenge, from participating to voting to just enjoying the music. We deployed a multi-channel approach to attract and retain interested listeners through our app as well as social media presence. Here’s how it went:

Register For The Contest Dedicated 1:1 communications through the much loved Native Audio Spot, followed by premium full-screen display Overlay takeover strategically delivered during active listening sessions helped us spread the word about the challenge at scale.

Vote For The Next Musical Sensation Since the challenge featured JioSaavn listeners, it was only fair to ask for the community’s point of view before selecting the winners! We created a playlist called ‘Vote for Dell Futurist Music Challenge’, featuring the top 10 selected tracks, and promoted the playlist through editorially as well as through media placements. All this while, we also asked listeners to vote for their favorites – making this an engagement-heavy and collaborative campaign. This Double-CTA approach with the option to ‘Listen Now’ and ‘Vote Now’ gave listeners the flexibility to choose the action they felt like moving towards.

Announcing The Winner We showcased the winner on top of our homepage, giving the winner due attention! Want to go listen to the winning track? Tune in here.

Impact: The Campaign Was A Win!

The campaign reached 13 MM listeners, landed 35 MM+ display impressions along with a strong 4.4% Native Audio Spot CTR on the display banners during the voting phase which resulted in over 5,000 responses to the contest CTAs within a week.

Ready to tell your brand story through music? Write to us at advertising@jiosaavn.com or reach out to us via this website.