The campaign has used hyper-localised outdoor and digital activations that are relatable, witty, and intend to encourage users to create their own playlists
Mumbai : Spotify, which launched in India last month, has now unveiled its first campaign here, ‘There’s A Playlist For That’, a first of its kind hyper contextual OOH + digital campaign born of the brand’s commitment to create deeply localised and personalised user engagements. The campaign has been geo-targeted on the basis of cities, neighbourhoods, and important traffic intersections, with one liners that depict relatable life situations and hyper-local cultural nuances. The debut campaign in India centres around the brand’s value proposition to discover over 3 billion playlists that are curated by in-house editors, algorithms, and users to seamlessly complement a user’s diverse range of daily social experiences. The core insight behind ‘There’s A Playlist For That’ stems from Spotify’s understanding of how users wish to connect with music as a powerful form of emotional expression through playlists, no matter how life changes tracks.
“Every few kilometres in India, the cultural nuances change, which means that the same music can mean something entirely different to even those who live in the same city. Understanding this insight of the varying ‘when’ and ‘where’ led to the creation of our first marketing campaign in India, which communicates that we have playlists for our users, no matter what the moment”, said Amarjit Batra, Managing Director – India, Spotify. “Spotify has 3 billion playlists, many of which have been made by the fans themselves. With this campaign, we have highlighted that strength and are also encouraging users to make their own playlists”, he added.
With creatives published through more than 500 media assets, including outdoor hoardings and digital banners among others, targeting online and offline audiences, Spotify aims to reach the growing millennial user base. With a quirky and fun execution, every campaign creative is designed and adapted to instinctively connect with local user sentiments. For e.g. A south Mumbai hoarding that reads ‘Dating a boy from the ‘burbs’? There’s a playlist for that – ‘Long Distance’, is a humorous take on the longstanding south Mumbai – north Mumbai love affair debate. The campaign also features 3 unique films, one of which is now live, and the other two will launch over the next few days.
In addition, to extend its existing outdoor campaign to digital, Spotify is also using its social media channels, primarily Instagram, encouraging followers to share quirky life scenarios for which the brand has existing playlists; the humorous responses will be posted as the Spotify India’s Instagram stories.
Speaking on the launch of the Spotify India campaign Rajdeepak Das MD India & Chief Creative Officer South Asia, Leo Burnett said “With so many curated playlists, Spotify has something for everyone; whatever be your mood – there’s a playlist for that. It is a fun execution of everyday life situations where things can go from good to bad, or bad to good but remember there is a playlist for that too. The strength of the campaign is that it is hyper – localised and the execution is not only city specific or area specific but even situation and local quirk specific.”
While every user experiences their day in a unique manner, Spotify believes that a collective range of distinct emotions is what binds this global community of music passionate fans. Through this campaign, Spotify encourages users to journey through their day with an unmatched creative range of playlists that reflect local culture, moods and social moments. So, however your day is shaping up, there’s a playlist for that.
Link to first live digital film: