Spotify is taking the music streaming business outdoors in its latest campaign - with the help of Pharrell Williams, Justin Timberlake and Daft Punk.
The outdoor campaign, created by the Glue Society, draws in music lovers by inviting them to tap into Spotify's catalogue of music via their mobile phones by messaging a special code for each artist, such as “Daft Punk”, during commuting hours.
“Spotify wanted to do something stand-out in the OOH space this winter to de-clutter the noise around music streaming, whilst still making a brand splash," said Serena Leith, Spotify Australia's marketing director. "We thought about our strengths – great music by great artists, and a key use case for our users – the daily commute.
“With a simple text-to-listen call to action, we’re hoping to make this a fast, frictionless journey for both new and existing users to start, and continue, their listening and love affair with Spotify.”
The campaign is running across mobile, search and social channels.
Credits:
Media: Bohemia
Creative: Glue Society
Marketing director, Spotify ANZ: Serena Leith
Marketing manager, Spotify ANZ: Rosie Rothery
Label relations manager, Spotify ANZ: Rene Chambers
