Spotify, which launched in India last month, has now unveiled its first marketing campaign here, ‘There’s A Playlist For That’. A hyper-contextual OOH + digital campaign born out of the brand’s commitment in creating deeply localised and personalised user engagements. It has used hyper-localised outdoor and digital activations that are relatable, witty, and intend to encourage users to create their own playlists. The campaign has been geo-targeted on the basis of cities, neighborhoods, and important traffic intersections. The campaign features one-liners depicting relatable life situations and hyper-local cultural nuances.
“Every few kilometres in India, the cultural nuances change. The same music can mean something entirely different to even those who live in the same city. Understanding this insight of the varying ‘when’ and ‘where’ led to the creation of our first marketing campaign in India.”, said Amarjit Batra, Managing Director – India, Spotify, about the campaign.
Targeted Marketing Campaign
With more than 500 creatives across outdoor hoardings and digital banners targeting online and offline audiences, Spotify targets the millennials. Every campaign creative has been designed and adapted to instinctively connect with local user sentiments. For e.g. A south Mumbai hoarding that reads ‘Dating a boy from the ‘burbs’? There’s a playlist for that – ‘Long Distance’. This particular advertisement is a humorous take on the longstanding south Mumbai – north Mumbai love affair debate.
Rajdeepak Das MD India & Chief Creative Officer South Asia, Leo Burnett said “Spotify has something for everyone. Whatever be your mood, there’s a playlist for that. The strength of the campaign is that it is hyper – localised. The execution is not only city specific or area specific but even situation and local quirk specific.”
Spotify has 3 billion playlists, many of which have been made by the fans themselves. This campaign highlights that strength and also encourages users to make their own playlists. The debut campaign in India centres around the brand’s value proposition to discover over 3 billion playlists. The playlists are curated by in-house editors, algorithms to seamlessly complement a user’s diverse experiences. The core insight behind ‘There’s A Playlist For That’ stems from Spotify’s understanding of how users wish to connect with music.