Real Music - better campaign: How immowelt Bet on Nost­al­gia Over AI

While AI-generated tracks flood every platform for the price of a prompt, German real estate portal immowelt made the opposite bet: real music, real rights. This session dives into the strategic superpower of authentic music and takes attendees inside that decision. A special case study on how a carefully selected track managed to bridge the gap between deep, nostalgic emotion and fast-moving TikTok algorithms, proving that genuine cultural resonance moves both human hearts and digital code. 

Bringing together perspectives from the brand, the licensing side, and the artist involved, we trace how one reinterpreted classic became both an emotional touchpoint and a genuine TikTok phenomenon.

Join us to discover how modern media campaigns can leverage true emotional depth to cut through the digital noise and create cultural moments that AI simply cannot replicate.