Spotify Advertising creates a bubble around listeners in first global campaign
Spotify Advertising has rolled out its first global brand campaign, ‘All Ears on You’, via FCB NY, with activations in Australia as well as New Zealand, the US, Canada, UK, Germany, Mexico and Spain, with more it will be rolled out in by end of year.
Spotify has also released a report with Neuro-Insight which shows Spotify as a more engaging platform over radio and digital audio.
The just over a minute spot sees a woman walking around a busy city listening to Spotify, whereby listening to the music app, she is cocooned in a giant bubble. The spot shows the same thing happening to others, from someone listening to a podcast in his car to lovers making out on the pavement.
Spotify’s head of advertising business marketing, Khurrum Malik, said: “All Ears on You highlights how Spotify is able to cut through the clutter better than any other advertising platform thanks to an immersed and engaged audience deep in the listening experience. We couldn’t be more excited to have this campaign out in the wild to excite advertisers, creators and publishers about the opportunity that digital audio and Spotify presents for them.”
According to a study by Spotify with Neuro-Insight, ‘Sonic Science’, digital audio elevates the listening experience compared to radio, TV, social media and digital video due to its interactive and immersive nature, with 28%+ long-term memory for details (language and specific details) and +25% long-term memory for global (past memories, feelings, and themes).
The report also found that on Spotify engagement was up 9% to digital audio and up 34% to radio. It also found that long-term memory for details was up 6% to digital audio and up 36% to radio.
Overall, the report found that Spotify’s engagement was up 9% over digital audio, up 9% over digital video, up 23% over TV and up 29% over social media.
The campaign will be on digital video, social and digital audio. It will also be Out-Of-Home in the US.
A recent study by Kantar found Spotify to be the most trusted platform.
Credits:
Spotify
Khurrum Malik – Head of Advertising Business Marketing
Andrea Kim – Global Strategy Manager
Sarah Kiefer – Global Director Enterprise Marketing
Richard Frankel – Creative Director
Tammijean Triplett – Global Creative Lead
FCB NY
Michael Amiette – Co-Chief Creative Officer
Gabriel Schmitt – Co-Chief Creative Officer
Gary Resch – Executive Creative Director
Alexandre Abrantes – Creative Director
James Meiser – Associate Creative Director
Justin Batten – Senior Art Director
Ken Syme – Senior Copywriter
Chris Lenz – Executive Producer
Tara Graff – SVP Business Lead
Sean Kittredge – Account Supervisor
Object & Animal
Amber Grace Johnson – Director
James Cunningham – Executive Producer
Myriam Schroeter – Producer
Editorial :
Lost Planet
Ben Rodriguez – Editor
Krystn Wagenberg – Executive Producer
Casey Cayko – Sr. Producer
Rachel Butler – Sr Cutting Assistant
VFX / Color / Finishing :
The Mill
Blake Druery – VFX Supervisor / Sr. Lead 2D Artist
Ajit Menon – VFX Supervisor / Sr Lead 3D Artist
Corey Brown – Creative Director
Mandy Harris – Executive Producer
Catherine Fischer – Producer
Michael Rossiter – Colorist
Evan Bauer – Color Producer
Sound Design / Mix :
Wave Studios
Chris Afzal – Senior Audio Engineer/ Sound Designer
Vicky Ferraro – Executive Producer
Eleni Giannopoulos – Producer
Music :
Feet Don’t Fail Me Now – Artist Joy Crookes
