Spotify gives its outdoor campaign a witty local twist

  • Advertising
  • August 17, 2017
  • StopPress Team
Spotify gives its outdoor campaign a witty local twist

At the end of last year, Spotify crunched the numbers and surfed its playlists to give thanks to its users for a 'weird' 2016. Now, Spotify's brought its highly successful 'Platform for Discovery' campaign to New Zealand shores to highlight some the most bizarre habits of Kiwi listeners.

Developed by Spotify's in-house creative team, the ads make use of users' creative playlists to celebrate the uniqueness and individuality of local listeners.

According to the streaming service, both New Zealanders and Australians pride themselves on their "ironic, funny and weird" national identity, which Spotify hopes to champion through its latest campaign. 

By leveraging these users and their playlists, it also aims to elicit "curiosity, discovery and FOMO (fear of missing out)". The primary objective of the campaign will be to drive awareness and consideration among non-users in the 'Originals' cohort.

Similar renditions of the 'Platform for Discovery' campaign were first rolled out last year in the US, UK, France and Germany using both aggregate and individual global data. This was later followed by more witty ads delving deeper into the weird and perplexing names people give their playlists, such as 'Sorry I Lost Your Cat' and 'Root Canal Songs'.

In New Zealand, the campaign reaches across OOH national metro hubs and the company is currently testing media buys across Instagram stories and Snapchat. 

The total media plan estimates 80.2 million impressions across Australia and New Zealand. 

Credits

Studio: Christopher Doyle & Co.
Creative Director: Christopher Doyle
Designer: Josie Young
Copywriters: Christopher Doyle, Stephen Grace, Josie Young, Ian Haigh and Cat Wall
Animation: Never Sit Still

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

Radio survey: More FM boasts biggest growth again, Magic waves its wand to listeners and Coast enjoys success
news

Radio survey: More FM boasts biggest growth again, Magic waves its wand to listeners and Coast enjoys success

Another round of radio results brings with it the news that New Zealand radio is a steady business. Commercial radio has retained its 3.4 million New Zealanders (10+) tuning in each week, giving both MediaWorks and NZME reason to celebration. We break down the results to see how More FM, Magic and Coast had standout performances, while The Breeze and Mai lost some footing.

Next page
Results for
Topics
Jobs
About

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2018 ICG Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

Advertise

Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit