LIL'KLEINE - NIET OMDAT HET MOET

In no time, we broke every record:
Within 1 day the album was streamed 1.5 million times on Spotify and within 2 days the track was # 1.
Within a few days we had the most viewed video on YouTube in the Netherlands. In the meantime, there have been over 11 million views. Within 1 week we were #1 on the GfK singles Top 100 and the Mega Top 50. ‘Niet omdat het moet’ has gone quadruple platinum (18 million streams). Never before was a single artist listened to as often in 1 day as Lil’ Kleine on the day ‘Niet omdat het moet’ (‘Not because you have to’) was released. Breaking Justin Bieber’s record. In short, the first number 1 hit by a brand was a fact.
And young people? We reached them, too. And made an impression on them:
61% of all 16-24 yr olds in the Netherlands have seen the music video.
52% of all 16-24 yr olds in the Netherlands knew the #1 hit was by Tele2.
Slogan awareness amongst teenagers climbed from 29% to 37% during the month of release.

Lil' Kleine and Ronnie Flex are currently Holland’s most famous hip-hop duo. They are the personification of the Tele2 mantra, and thus the ideal artists to reach the target audience. We deliberately chose to give the artists
maximum creative freedom, so that the content remained as credible and appealing to consumers as possible.
Because young consumers in particular have an aversion to advertising. The artists had their own take on the mantra, which they visualised in a video. The result is a song and video with minimal branding but a suspiciously close resemblance to the commercial.

The aim of this campaign was to position Tele2 as the Fun Rebel telecom provider among the group that have taken mobile data most to their hearts: teenagers.

Jury Feedback

BRANDED CONTENT & ENTERTAINMENT / BRONZE

‘The brand t and execution is amazing. Making it work means that so many layers and steps of the creative process all have to be right! Perfectly crafted. Super fun and entertaining. For a very tough group: young people.’ 

watch the video

Password video: adcnarchive