Spotify Australia launches first major artist-led outdoor + social campaign using ‘text-to-listen’ mechanic via Bohemia and The Glue Society

Spotify Australia today launches its first major outdoor ATL campaign with vibrant, artist-based creative featuring the likes of Pharrell Williams, Iggy Azalea, Lorde, Justin Timberlake and Daft Punk via Bohemia and The Glue Society.

The campaign is also supported through Mobile, Search, and Social channels and targets a “mobile-first” 18-24 market in high density transit zones across Sydney, Melbourne and Brisbane, with an emphasis on enhancing the daily commute via the power of music.

Bohemia was appointed to develop the campaign with the outdoor creative designed by Glue Society. The executions aim to capture attention with the use of vibrant colour palettes in combination with bold expression of artist names, and a simple call to action to help generate huge cut through in the busy OOH space.

VIEW TRAIN OUTDOOR – Sydney_Spotify_Train_Above_Window_ALL_White.pdf

Showcasing Spotify’s extensive catalogue, which boasts over 20 million tracks available for free on Desktop, Web, Mobile & Tablet devices, the campaign focuses on an impressive mix of 18 international and local artists, each executed in a different way (see Notes to Editors for full list of artists). Unique content from artists, such as Ellie Goulding’s ‘Music to Run To’ playlist, also plays into the consumer experience for Spotify users.

By analysing streaming data and insights, and working closely with local music label partners, Spotify has identified and positioned artists that resonate strongly in particular locations based on interest and wider context (like tour dates), giving the content and placement of each creative stronger contextual relevance and targeting.

With mobile penetration so high in Australia, a mobile-based element was a core consideration for the campaign. Last year, Spotify launched its Mobile Free Tier on smartphone devices, giving users access to their full catalogue of over 20 million tunes, absolutely free; the most comprehensive mobile music offering of its kind.

To raise awareness of this unique offering and drive acquisition, a simple but rich text-based call to action invites new users to download the free app to immediately start listening, by sending an SMS to a unique number. Custom mobile landing pages linked to the SMS mechanic by the individual artist’s number, extend the user journey seamlessly. Spotify will be live tracking the performance of each artist creative.

Says Serena Leith, Spotify Australia’s marketing director: “Spotify wanted to do something stand-out in the OOH space this Winter to de-clutter the noise around music streaming, whilst still making a brand splash. We thought about our strengths – great music by great artists, and a key use case for our users – the daily commute. We worked collaboratively to come up with a creative that boasts popular domestic and international artists, a vibrant colour palette, and a succint message, focusing on in-transit moments that are always made better with music. With a simple text-to-listen call to action, we’re hoping to make this a fast, frictionless journey for both new and existing users to start (and continue) their listening and love affair with Spotify.”

The ATL campaign features over 600 OOH panels and a giant billboard with rotating creative, on Sydney’s iconic William Street. It begins rolling out from today in Sydney, followed by Melbourne and Brisbane for a period of four weeks.

Media Agency: Bohemia

Label Relations Manager, Spotify AUNZ: Rene Chambers