Deezer defines the power of music in QR campaign to attract Gen Z

Deezer is repositioning its brand to attract younger users. As a first step, a new marketing campaign launched on August 22 in France, Germany and Brazil. French agency Buzzman was chosen as the main partner for the campaign, and the wider brand development.

Deezer presents a number of intriguing scenarios that at first glance might not tell the full story. After scanning a QR code on the image, a song will be played which will either elevate or change the perception of the scenario. The artists range from icons such as Edith Piaf, global superstars like Dua Lipa, and local heroes such as Heuss L'enfoiré, Jul, Die Prinzen and Vitor Kley.

The campaign will show imagery in multiple outdoor formats, including 8 M2 billboards, as well as digital activations, social media, and TV across France, Germany and Brazil. Additionally, Deezer is creating a TikTok challenge where people will enhance or change a situation with the power of music.