“The campaign is really about enforcing the positioning of our brand — it's not talking about the price, about the trial period, it's not even encouraging you to download the app. It's more really about what it means to be a user of Deezer.”

Brand campaigns should sell identity, not features — no price, no trial, no download CTA

Deezer's TV and out-of-home campaign in France contained zero conversion mechanics — no price mention, no trial offer, no download nudge. The sole objective was making Deezer synonymous with music in users' minds. Brand campaigns are not meant to convert; they are meant to create the emotional context in which conversion campaigns can work later.