Music-steaming giants Spotify have launched their largest ever outdoor advertising campaign, bidding farewell to 2016 in style with the tagline ‘Thanks 2016, it’s been weird’.
The hilarious, tongue-in-cheek campaign uses localised user-data from listeners and pop-culture topics from the year. It’s been rolled out across 14 markets including US, UK, France and Germany.
One ad in New York read, “Dear person in the Theater District who listened to the Hamilton soundtrack 5,376 times this year. Can you get us tickets?”
A UK ad reads, “Dear 3,749 people who streamed ‘It’s The End Of The World As We Know It’ the day of the Brexit Vote, Hang in there.”
Another one quips, “Dear person who made a playlist called: ‘One Night Stand with Jeb Bush Like He’s a Bond Girl in a European Casino,’ We have so many questions.”
A LA ad reads, “Dear person in LA who listened to the ‘Forever Alone’ playlist for 4 hours on Valentine’s Day, You ok?”
Our favourite however has to be, “To the person who listened to ‘I took a Pill in Ibiza’ 52 times on the 9th of February. Everyone celebrates Pancake Day differently.”
In an exclusive interview with Creativity-online Spotify CMO Seth Farban said:
“There has been some debate about whether big data is muting creativity in marketing, but we have turned that on its head. For us, data inspires and gives an insight into the emotion that people are expressing.”
Spotify still has more than 40million paid users compared to Apple Music’s mere 17million. However, they’ve clearly decided the hilarious large-scale campaign is a great tool to drive slow and steady further growth.
According to Creativity-online, we’re set to see further elements of the campaign in the run-up to Christmas including personalised emails to users about their own personal Spotify usage, as well as digital and social ads that use data-driven insights.