Category: Computers & Technology
Agency: SMG France
Spotify is the No. 2 music-streaming service in France. It wanted to raise brand awareness and usage on mobile and tablet devices. Valentine's Day presented a unique opportunity to hook the target audience with an entertaining experience.
Spotify's target audience was consumers ages 15-34 -- millennials and GenZ -- and it wanted to reach them efficiently with an innovative experience to drive adoption and use of the app.
It made sense to use a 100 percent mobile campaign in partnership with mobile programmatic mobile Adotmob for this campaign. Starcom and Spotify decided to use mobile programmatic to target millennials in romantic relationships around Valentine's Day.
To execute the idea with successful targeting, listeners had to first answer questions in the app such as the day of their first date. The next frame displayed the top five songs of the playlist to the matching week.
The mobile creative allowed users to listen to a customized Spotify playlist and share it easily. The idea was that these songs would remind listeners of memorable romantic encounters.
The campaign achieved its goals: