The Problem: Apple Music’s reliance on their internal analytics left critical data insights hidden from their view. Already a Teradata customer, internal sales teams sought ways to demonstrate product capabilities.

The Campaign: Demonstrating technical product capabilities simply wasn’t cool enough for Apple, and we knew it. We needed to not only show them in action, but also present them as a business opportunity. Researching new music and market trends, along with Apple user forums, we focused on the then resurgence of vinyl sales … and turning old classics into new gold. The pitch evolved into uncovering an entirely new iTunes category based on advanced subscriber analytics and more precisely matching user interests to expand sales. The data science team also prepared a live demo to show in real-time how Teradata identified this new market — which could be applied to other opportunities, as well.

The ad visuals reinforce the message—the “song never remains the same” riffs of the Led Zeppelin lyrics, so a classic car silhouette is used, along with devices where apple music streams.  Similarly, the “friends in low places” ad uses visuals that infer location services.

Lynn and I had a lot of fun with this campaign. Among the headlines we left out…What’s so funny about peace, love and understanding your data?