Zenith targets Spotify listeners with SBS On Demand media campaign

Zenith’s new media campaign for SBS sees the media agency partner up with Spotify for a new customised digital experienced aimed at driving awareness for SBS On Demand.

The ‘Demand Different’ campaign aims to reconnect with lapsed SBS On Demand viewers by curating a custom SBS weekly playlist based on each Spotify user’s unique music preferences, tapping into Spotify’s enhanced algorithms.

The campaign allows SBS to showcase titles across its SBS On Demand catalogue, spruiking the platform as a “world-class” streaming destination.

Zenith Sydney MD, Jonny Cordony, said: “The team at Zenith has worked hard to differentiate from other performance-driven campaigns, and as part of this we identified music as a core consumption opportunity within the streaming community – in fact, the overlap between streamers is huge.

“By tapping into Spotify’s audience and leveraging its credibility as a global streaming platform, with its customised algorithms, not only could we showcase the breadth of SBS’s content in a highly-targeted way, but also make it easy for Spotify listeners to discover SBS On Demand in a whole new way.

“We were able to showcase hero programs and hidden gems across various content pillars in a completely customised way, curated based on their music preferences.”

Users of Spotify’s free, ad-supported platform are being targeted through audio and display ads across platforms, while paid Spotify members are targeted on social platforms.

They are then directed to a microsite where they can opt into the weekly SBS playlist based on their own music preferences.

Spotify regional head of sales AUNZ, Pieter Manten, added: “At Spotify, the breadth and depth of our data and insights offers a level of targeting which is unparalleled in any other audio format, as we are with our 11.9 million users every day.

“The opportunity to collaborate with SBS and Zenith to combine our insights represents a best-in-class approach to targeting, as we are not only driving new audiences, but creating unique and customised experiences for users across both platforms.”

SBS appointed Zenith to handle its performance media account in January, expanding on an eight-year relationship with the Publicis agency.

Zenith already held SBS’ media strategy, planning and buying account, and is now also responsible for leveraging the broadcaster’s first-party data and provide martech support.

The agency has also made a series of hires since the start of 2021, with Zenith Sydney bringing on Laura Boatman as head of digital, and Zenith Melbourne hiring Vikki Pearce for the same title.

Jonny Cordony was recently promoted from general manager to managing director at Zenith Sydney, while Sarah Heitkamp rose from Sydney strategy director to head of planning and strategy.


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