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.
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