Universal Music On Line

Universal success for music download campaign in France

The client – Universal Music On Line (UOL)

Universal Music On Line (UOL) is a world-leader in the music industry with the world’s largest digital music catalogue. The group’s global operations include the development, marketing, sales and distribution of recorded music through a network of subsidiaries, joint ventures and licensees in 77 countries worldwide.

A unique part of Universal Music Group’s strength is its diverse family of record labels including: Barclay, Decca Label Group, Geffen Records, Island Def Jam Music Group, Machete Music, Mercury Records, Polydor Records, Universal Motown Records Group, Universal Music Latino, Universal Music Group Nashville, and Verve Music Group.

The challenge – Drive mobile music sales

The objective of UOL’s campaign was to increase the volume of its music being downloaded by mobile users in France.

The solution – Mobile banner ad campaign with music downloads

Universal decided to test the waters of mobile by launching a trial campaign of 200,000 impressions on the Nokia Media Network. The campaign featured creative banner advertisements promoting music downloads. By clicking on the banner ads, mobile users were connected to Universal’s mobile Internet site where they could download the latest hits to their mobile handsets.

The campaign targeted young people between 15 and 35, including students and members of the workforce who had a known liking for music and technology.

The results – 19.18% CTR

UOL’s initial trial campaign achieved a hugely impressive click-through rate of 19.18%. The company was so delighted with the results that it commissioned an additional campaign that ran from September through December 2007. To date, this campaign has delivered CTRs of more than 13%.

As a result of this success, UOL’s ad agency is planning further campaigns for Universal as well as for a number of its other clients including Aol France and Société Générale. Nokia has become a clear recommendation in the agency’s media plan.

To see mobile advertising in action, please visit nokia.mobi/advertising on any mobile device.