Spotifys Listen Like You Used To Throwback Campaign
Spotify’s ‘Listen Like You Used To’ Throwback Campaign Wins The Drum’s ’International Campaign of the Year’ Challenge Solution Results With high penetration and usage across its core younger audience, Spotify was looking to increase consideration within the elusive, and often forgotten, generation of 35 to 45 year-olds in the UK. We created a campaign filled with highly relatable, humorous and punchy home truths by commemorating old-school music classics to celebrate how our audience’s listening habits and lifestyle choices have changed. OOH drove consideration with a combination of powerful formats, ranging from high impact banners in our most important ‘winnable’ cities to smaller, frequency-driving roadside/public transport placements across the country. We reached an estimated 65% of the UK’s 35 -44 audience, boosting consideration by +5% and growing our 35 -44 audience on the Spotify platform by +10%. Through the use of highly contextual placements with poignant nostalgic messaging, we delivered a powerful OOH campaign that ignited the imagination of the nation, triggering a strong sense of nostalgia by reminding our audience why music from the past still matters to them. This optimised blend of formats and online/offline media ensured our campaign was seen across a number of environments and inspired an engage audience to contribute their own unique spin on the campaign creative. We surpassed our ambitions with a 3 x increase in monthly active users goals and delivered significant UK lifts for Awareness (+8%) and Brand Love (+2%) in Spotify’s tracking study. The pure volume of organic conversations and shares across Social and a huge PR response across the industry press meant the campaign went viral. Best of all, our audiences began writing their own creative lines in response to the copy they’d seen - a true testament to our creative approach effectiveness in capturing the audience’s attention and imagination.
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