Spotify takes aim at Opera House advertising controversy in end-of-year campaign
Spotify is wrapping up 2018 with a prominent outdoor, digital and social campaign which reveals some key stats from the music streaming service, iincluding that 5 Second of Summer was streamed over one billion times in 2018 – the equivalent to 5,847 years of summer.
Another execution takes aim at the recent scandal which engulfed the NSW government, Premier Gladys Berejiklian, veteran broadcaster Alan Jones and the iconic Sydney Opera House, proclaiming: “We only have this billboard because the sails weren’t available.”
Spotify gets involved in the recent Opera House controversy
The NSW state government copped criticism in October for turning the Sydney Opera House into ‘Sydney’s largest billboard’ and allowing the Everest Horse Race barrier draw to be projected onto the building’s iconic sails.
Christopher Doyle & Co. worked with Spotify’s global creative team to ensure the local executions celebrated local artists and provided cultural commentary.
Doyle himself said the 2018 Wrapped campaign was a fantastic example of Spotify’s speed and cultural relevance.
“The brief provided a unique platform across diverse media for real-time commentary and celebration, not only of artists and fans, but of Australian culture,” he said.
5 Seconds of Summer is a ‘pop-rock’ band from Sydney
“We created a collection of moments, musical observations and cultural summaries that detail the good, the weird, and the what the heck. The result is a data-driven celebration of everyone and everything that made 2018 what it was.
“Wrapped is another great example of the collaborative and creative partnership we have developed with Spotify Australia over the last two years. It’s amazing to work with such a smart and driven team on such brave and engaging work.”
Spotify Australia and New Zealand marketing director Serena Leith said: “Spotify Australia and New Zealand again engaged award-winning boutique agency of Christopher Doyle & Co. to help us craft our ever-evolving, super local and cultural relevant brand message this summer, aimed at the always astute Australian and New Zealand audience. Their unique, clever and super efficient articulation of our often complex briefs has allowed us to create courageous, compelling and engaging creative work that yet again, perfectly encapsulated the 2018 Wrapped brief for Spotify.
Spotify has a laugh at ScoMo’s expense
“Their sense of tone, timing and appetite for collaboration is a perfect match for our brand ethos and approach. And their execution of the much-anticipated 2018 Wrapped franchise has once again shown why they’re one of our favourite creative partners.”
The campaign also includes individually tailored websites for Spotify users with a personalised summary of their year in music.
Once again Spotify presents an A-grade example of data-informed OOH.
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Just to make it clear that one of two things have occurred here:
1. That the 5,847 years is a global usage statistic, or:
2. That every person in Australia listened to Five Seconds of Summer 123 times in the past year, or to put it another way, every person in Australia (assuming every uses Spotify every day) streamed the song on Spotify every third day.
I think I know which is the more likely.
[And to add some perspective that global figure is around three-quarters of one day’s TV viewing just in Australia].
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