Spotify AUNZ reaches across generational experiences in new brand campaign via Akcelo + Jack Nimble
Spotify Australia and New Zealand has launched its latest brand campaign ‘Connected By Spotify’ via Akcelo and Jack Nimble.
The campaign highlights the place Spotify holds in the hearts and minds of Australians and Kiwis, no matter who or how old you are.
With more than half of Australia now listening to Spotify, its consumer base is becoming increasingly diverse. While we all have access to the same music, the evolution of Spotify’s features means we experience the platform in differing ways according to our age. From lean-back listening to personalised playlists and lean-in sessions where users actively curate their listening journeys, generations of Aussies are engaging with music differently. Yet, we are all connected through the Spotify app.
In a market-first, the campaign’s ‘What’s Your Music Generation?’ in-app experience provides users an interactive, personalised on platform experience that analyses their Top 50 listened to tracks across the last 12 months ultimately revealing their true generation music percentage (e.g., 43% Boomer, 20% Gen X).
Says Rosie Rothery, head of marketing, Spotify: “While the generation gap widens around us, content consumption and Spotify feature usage reveal that Australian generations are perhaps more connected than we’d all care to admit. This uniquely Australian campaign fuelled by audience insights and hyper-local cultural truths showcase some of Spotify’s most iconic and unique product features, including a world-first on platform experience that will reveal what Musical Generation you really belong to.”
The campaign has been supported by a range of engaging social assets developed by some of Australia’s top influencers. These include:
- • Kat Clark (@katclark)
- • Deja Clark (@more.dejankat)
- • @thetonyrhee
- • Ross Andrewartha (@rossandrewartha)
- • @god_worthy
- • @100percentthattim
The campaign will run from 11 August to 15 September across out of home, social, online video and on platform marketing.
Rosie Rothery – Head of Marketing AUNZ, Spotify
Taylor Best – Marketing Manager AUNZ, Spotify
Anjali Warrier – Marketing Executive AUNZ, Spotify
Haydn Hickson – Social Marketing Manager AUNZ, Spotify
Creative Agency – Akcelo
Social Media Agency – Jack Nimble
Media Agency – Publicis One Vibe
5 Comments
EL DOPO!
Ah yes, seems we’re well and truly into the second coming of influencer marketing and repeating 2015 when all ads feel very literally phoned in and all brands look and sound the same as everyone else and has the production quality of a year 9 media assignment.
The actual ad work is good though.
Completely agree. Really like the OOH but the social stuff goes to show that even big brands like Spotify, who are usually top drawer when it comes to creative execution, aren’t impervious to mediocre influencer content.
The low fi social is conspicuous, so people don’t immediately recognise it as an ad and scroll. And it works
Pretty telling comment above when the only goal you have is not have your thing skipped. You’re ignoring the fact that someone has to pay attention and remember what your content had to say. But when you only use reach metrics for success, of course you will believe your own BS