Spotify’s ‘Listen Like You Used To’ Targets Dormant Audience

With high penetration and usage across its core younger audience, Spotify was looking to increase consideration within the elusive, and often forgotten, generation of 35 to 45 year-olds in the UK.

Through the use of highly contextual placements with poignant nostalgic messaging, we delivered a powerful OOH campaign that ignited the imagination of the nation, triggering a strong sense of nostalgia by reminding our audience why music from the past still matters to them.

The Challenge

With 271 million active users today, Spotify is the most popular global audio streaming subscription service globally.

Yet research showed that the 35-45-year-old audience simply wasn’t listening to music like they used to. In fact, they’d pretty much stopped discovering new music altogether.

Our task was to show that Spotify makes it easier than ever to enjoy the music you love.

We used nostalgia to tap into the emotional connection that the 35-44 audience has with music, asking non- and lapsed users to engage with the platform and encouraging conversation.

We challenged our audience to “Listen Like You Used To”.

With Spotify’s research showing that the music we listen to in our teenage years sets our musical taste as adults, we decided to create a nostalgia fuelled campaign focused on evoking personal memories of the iconic tracks our audience grew up with between 1979 to 1999; the formative years of their musical life.

Spotify has a long association with outdoor media, and our affluent, tech-savvy 35-44 target market tended to live in built-up areas and were found to be more likely to be exposed and influenced by outdoor ads.

We also knew our creative had the power to go viral, and OOH was the perfect medium for our audience to snap a photo and share it online. The full creative process was executed with OOH front-of-mind.

Our Solution

With 271 million active users today, Spotify is the most popular global audio streaming subscription service globally.

Yet research showed that the 35-45-year-old audience simply wasn’t listening to music like they used to. In fact, they’d pretty much stopped discovering new music altogether.

Our task was to show that Spotify makes it easier than ever to enjoy the music you love.

We used nostalgia to tap into the emotional connection that the 35-44 audience has with music, asking non- and lapsed users to engage with the platform and encouraging conversation.

We challenged our audience to “Listen Like You Used To”.

With Spotify’s research showing that the music we listen to in our teenage years sets our musical taste as adults, we decided to create a nostalgia fuelled campaign focused on evoking personal memories of the iconic tracks our audience grew up with between 1979 to 1999; the formative years of their musical life.

Spotify has a long association with outdoor media, and our affluent, tech-savvy 35-44 target market tended to live in built-up areas and were found to be more likely to be exposed and influenced by outdoor ads.

We also knew our creative had the power to go viral, and OOH was the perfect medium for our audience to snap a photo and share it online. The full creative process was executed with OOH front-of-mind.

Results

Due to the clear, celebratory and contextual messaging, the campaign performed phenomenally.

We reached an estimated 65% of the UK’s 35-44 audience, boosting consideration by +5% and growing our 35-44 audience on the Spotify platform by +10%.

We surpassed our ambitions with a 3x increase in monthly active users goals and delivered significant UK lifts for Awareness (+8%) and Brand Love (+2%) in Spotify’s tracking study. Most importantly, we formed personal connections with young music lovers on a huge scale, proving 2018 wasn’t so bad after all – and that was music to Spotify’s ears.

The pure volume of organic conversations and shares across Social and a huge PR response across the industry press meant the campaign went viral. Best of all, our audiences began writing their own creative lines in response to the copy they’d seen – a true testament to our creative approach effectiveness in capturing the audience’s attention and imagination.

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