A S K : Show how Spotify will use its differentiation stance as a discovery brand to lead culture.
Before diving into the project the 1st step was breaking down the ask. Knowing Spotify may not be able to lead culture over night, how can they be more ingrained in culture.
ROLE: Brand Audit | Category Analysis | Interviews | Creative Concepting | Pitch Design
Sauce Added to Project- Helping the team not settle on a basic idea.
W H A T W E L E A R N E D
Collective experiences build culture.
What is at the core of genre, artist, and music platforms are the people, the fans. Although most maybe listening to music alone the collective experience is what makes the overall music culture.
Music is living and breathing.
"..what makes music special, which is it’s fucking real, and it breathes, and it moves. It doesn’t sit in a fucking list waiting to be handpicked by a computer. " - Zane Lowe
Discovery brands provide an experience.
Discovery brands such as Airbnb and Carmax bring a level of authenticity and real-life experiences. Engaging the consumer in more than just one way.
B R A N D P R O B L E M
Spotify is one dimensional, existing for the users to interact in a solely digital realm. That is a problem when music and music culture are living and breathing.
I N S I G H T
The biggest influence on users is not the music in their pocket but the world that they live in.
O P P O R T U N I T Y
Leverage Spotify's big data. Humanize the enormous amount of data Spotify collects and give it a personal touch to connect with the users.
O B J E C T I V E S
ENRICH THE USER EXPERIENCE
Make a digital experience more physical.
Change an individual experience feel more collective, being part of culture is about being a part of a tribe.
Create something that is more than a fleeting tactic but a sustainable development in their programing.
S T R A T E G Y
Give musical context to the world that surrounds us.
C R E A T I V E C O N C E P T
H O W W E D I D I T
Leverage Spotify’s user data to organically populate location-based playlists, based on listening frequency and patterns of users in that proximity.
W H A T W E D I D
Give locations and landmarks an organic musical personality derived from the people around it.
Concept Video (1 minute)
T H E
F E A T U R E S
C A M P A I G N
To help get the word out about Spotify Passport OOH ads will be placed in travel ports and throughout cities.