“The Pickup” was a branded video series for KPN in collaboration with hip-hop label Top Notch—showcasing music creation on the road using 4G.

Challenge
Position KPN as the go-to mobile provider for young creatives.

Strategy & Concept
We used a classic American pickup truck to drive Dutch hip-hop artists around while they made music live in the backseat—connected by fast mobile data. In 'The Pickup' sessions unique combinations of artists step into a big American Chevy Suburban to record a new track. With 'The Pickup' KPN focusses on innovative online content, which is available anytime and anywhere thanks to the nationwide superfast 4G network.

Execution
35+ Artists (like Ronnie Flex, Typhoon, and Broederliefde) participated. Content was released episodically. Every three weeks an new episode is released. Afterwards the track is mixed and mastered and is released exclusively on Spotify. In total 16 episodes were released.

Outcome
- 12 MIO+ video views
- 5 Tracks hit the Dutch Spotify Viral 50
- KPN saw increased youth market preference metrics​

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My role: Account, Strategy, Concept.

Company: Universal Music

Client: KPN