Your Summertime, Your Playlists

Background

Spotify is a digital music service that gives access to millions of songs.

Every year, the French activity level on Spotify has been slowing down or even dropping between the period Mid-July and the end of August.

Goals:

• To increase the number of active users.
• Develop brand awareness, and consumer attachment to Spotify.
• Create a connection with the brand Spotify during summer for French people.

Ultimately to demonstrate Spotify has an infinite number of playlists... a playlist for every moment.

Idea

The challenge was to show consumers that Spotify could be a part of everyday French life, even during the summer, through the promotion of user playlists. For Spotify, playlists are one of the strongest differentiating points compared to their main competitors.

The Summer Holiday is an important cultural moment for the French, and a time at which their consumption habits (media...) change significantly.

More than 50% (33 million) of the French population go on holiday in the Summer towards the end of July and during August. And out of this 50%, 75% go on holiday in France (French Riviera, West coast...).

During this period (and mostly on weekends), there are millions of people in train stations, airports or on the road on their way to their holiday destination.

Whether they are waiting in train stations, at airports or stuck in traffic jams, it's the moment they've been waiting for months: the Summer holidays!

The Summer holidays are an important moment in French life, which often generates strong emotions, but also quite a lot of frustration. So the idea was to play on these emotions in order to talk to holidaymakers, using their own Spotify Playlists which are linked to Summer.

The creative concept focused around the usage of local data or the quirky playlists names of French users as a source of compelling and amusing anecdotes.

The campaign grabbed the attention of users whilst entertaining them at the same time.

This campaign helped to add a sharper, even witty edge (Spotify is a musical platform for discovery and self expression) to the brand and ultimately to drive home an understanding of how playlists are used (a playlist for every moment).

It is also an opportunity to pay full attention to Spotify's audience.

Results

Figures showing the effectiveness of the campaign:

+ 6 points on consumer commitment to the brand (in accordance with targets and investments) = + 40% of brand love and + 3% of active monthly users over the period.

Best results ever for Spotify during any month of August.