Your Summertime, Your Playlists is a national data display campaign combining summer insights with real user-made Spotify playlists. Every poster features at least one existing playlist from Spotify that we responded to with a ‘truth’ to create funny and witty messages to accompany French holiday makers on summer trips this year. We had access to the media localizations in advance which allowed us to ultra-localize some of the posters, and and include tailor-made, local insights.
Philosophy
The Summer holidays are an important moment in French life, which often generates strong emotions, but also quite a lot of frustration. So we decided to play on these emotions in order to talk to holidaymakers, using their own Spotify Playlists which are linked to Summer. Our creative concept focused around the usage of local data or the quirky playlists names of French users as a source of compelling and amusing anecdotes. We believe the campaign grabbed the attention of users whilst entertaining them at the same time. We also believe that this campaign helped us to add a sharper, even witty edge (Spotify is a musical platform for discovery and self expression) to the brand and ultimately to drive home an understanding of how playlists are used (a playlist for every moment). It is also an opportunity to pay full attention to Spotify’s audience.
Problem
Spotify is a digital music service that gives access to millions of songs. Every year, we have seen French activity level on Spotify slowing down or even dropping between the period Mid-July and the end of August. Goals: -To increase the number of active users. -Develop brand awareness, and consumer attachment to Spotify. -Create a connection with the brand Spotify during summer for French people. Ultimately we will be able to demonstrate Spotify has an infinite number of playlists... a playlist for every moment.
Result
Figures showing the effectiveness of the campaign: + 6 points on consumer commitment to the brand (in accordance with targets and investments) = + 40% of brand love and + 3% of active monthly users over the period. Best results ever for Spotify during any month of August.