The latest global campaign from Spotify takes a step away from the brand's approach of digging up nuggets from user data, to push playlists and podcasts with the tagline "Music for Every Mood."
The integrated campaign, created in-house, encourages audiences to see the platform as the best way to make music more a part of their lives. It will employ OOH, digital, TV, radio, and social in the brand's mature markets (Australia, Canada, New Zealand, Netherlands, Germany, Sweden, the U.K. and U.S.) and highlights playlists like Beast Mode and Songs in the Shower, plus podcasts such as Over My Dead Body.
The push includes three TV spots that have fun with people tapping into the playlists during everyday moments.
A city driver freaks out passers-by when he sings along to Annie Lennox's "No More 'I Love You's'"—continuing his shower singing session from earlier that morning. (Big props to the actor, whose timely blinks and unabashed belting make for a perfect comedic performance.) A woman puts on "Beast Mode" to face the stairs–and the rest of her day—at the office. And a hungover party host groans on the couch to the "Mellow Morning" playlist, accompanied by humorous text about how it makes you feel "vibrant and energized." David Kerr directed the spots via Hungry Man.
Outdoor ads, inspired by social media meme culture, highlight via memes how typical Spotify users interact with each other.
Different executions will run in areas of the world where Spotify aims to expand its presence with its core, young audience: Brazil, Mexico, Columbia, Argentina, France, Italy, Thailand, Philippines, Indonesia, South Africa and Spain. For example, in Brazil, creative features popular Brazilian hip-hop artist Baco Exu do Blues, and the copy translates in English to "Come to Spotify and Discover Your Favorite New Artist.”
"This multifaceted campaign sets the stage as we seek to deepen our connection with the people who already know and love Spotify and cultivate relationships and moments of discovery in areas of the world where we are looking to expand," said June Sauvaget, global head of consumer and product marketing at Spotify in a statement.