Spotify is promoting the benefits of its super-engaged audience to potential advertisers in its first global b-to-b campaign, with creative that pictures users of the platform encased in their own beautiful bubbles of audio.
The campaign, "All Ears on You," depicts people going about their day in a busy city full of distractions (phones, traffic, etc.) Alongside them, Spotify users are immersed in their own little words as they listen to their audio of choice. A woman totally engrossed in her music dances across a pedestrian crossing and then floats past the windows of a busy office; a man stuck in traffic turns on a podcast and is able to zone out; another woman chills out to a meditation track in her pod.
Set to the track "Feet don't fail me now," by British artist Joy Crookes, the spot was directed by Amber Grace Johnson via Object & Animal and created in partnership with FCB New York. It follows FCB's previous work for the brand that involved creating original tracks for Chief Marketing Officers of brands such as Frito-Lay, Indeed and Kimberly-Clark.
The campaign will run across digital video, out-of-home placements in major U.S. cities, social media and digital audio. It aims to reinforce to advertisers that Spotify delivers a fully immersed audience, with higher engagement than other media platforms.
“Advertisers are struggling to break through to reach consumers who are constantly bombarded with messages and are more distracted than ever before,” said Khurrum Malik, Spotify’s head of advertising business marketing, in a statement. “All Ears on You highlights how Spotify is able to cut through the clutter better than any other advertising platform thanks to an immersed and engaged audience deep in the listening experience.”
“This platform was born from the insight that listeners aren’t merely on Spotify,” added Gary Resch, executive creative director at FCB New York. “They’re in Spotify. They’re fully immersed, truly present and undistracted by the noise surrounding them. And that focused headspace has massive value to marketers on Spotify. The bubble device brings that headspace to life in a magical way, and is an enduring platform that can come to life across all sorts of executions and iterations moving forward.”