Drive-to-Shazam TV ad

Published on the 2 juillet 2014

These days find me particularly sensitive to connected, cross-channels and cross-devices experiences. I have worked quite a lot on that kind of subjects for clients lately: today Brands can’t have a website, mobile applications and websites, ads, etc. independent as before. Same person uses them all, and all touch-points should be part of a unified experience. Even non-digital touch-points.

I was recently surprised by a 2-times ad on TV for Peugeot. The first part of the ad is very short. You can hear a music and a feminine voice invites you to open Shazam. For those of you who don’t use it, Shazam is an application that recognizes melodies and helps you find the name and author of a music piece as you hear it. I jumped on my favorite Wiko smartphone right on time before the second part of the ad.

The interesting point of it is that Shazam nearly instantly recognizes the background music, and drives you to a specific page on the app, dedicated to the ad! There, you are invited to discover the song and the product (a car.) I love this idea because it created a direct link between the Brand and me, from an impersonal TV message to my very own mobile phone. I also like that Shazam is a very modern app, that I would not have thought of for this use: I was more receptive and less defiant.

Screenshot_2014-06-16-21-44-58

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