Project: Launch of Deezer Elite (2015)
Position: Senior Global Communications Manager, Deezer
Role: Communications Strategy
The launch of Deezer Elite (an HD offering) was a comprehensive global media relations campaign, combining targeted pre-briefings with major media outlets, followed by a well-coordinated release of information. The campaign focused on showcasing the high-resolution audio quality of Deezer Elite, differentiating it in the competitive streaming market. This was done by highlighting partnerships with top audio brands like Sonos, emphasising the superior sound quality. The rollout was planned to maximise media coverage and consumer awareness, positioning Deezer Elite as a premium offering in the music streaming industry. Tactics included:
Staggered Launch: The launch was strategically staggered to build momentum across markets and maintain media interest over time.
Pre-briefs and Interviews: There was a focus on pre-briefing and conducting interviews with strategic media titles. This ensured informed and accurate media coverage.
Early Access: We provided early access to the product for select media, allowing for in-depth reviews and coverage, showcasing the unique features of Deezer Elite.
Emphasising Key Messages: The campaign made sure to hit key messages, particularly around the high-definition quality of the service, which was a distinguishing feature of Deezer Elite - and something that was difficult to understand without hearing the service.
These tactics were designed to create a comprehensive and impactful introduction to Deezer Elite, focusing on its unique selling points and leveraging media relations to build credibility and awareness.
