This holiday season, Spotify went from dominating the airwaves to dominating air space. In their largest out-of-home push to date, the music streaming service put their data insights to use, and boy, did it get people’s attention.
The global campaign is geo-targeted and jam-packed with humor. Spotted above the busy streets of New York City’s theatre district, you’ll find a plea for Hamilton tickets to user that listened to the soundtrack 5,376 times. On the next corner, Spotify gives a shout-out to a Justin Bieber fan who apparently had something to be sorry for on Valentine’s Day because he/she listened to “Sorry” 42 times that day. The billboards conclude with the message “Thanks 2016, it’s been weird,” and we all know it has been.
Developed by Spotify’s in-house creative team, the campaign debuted in the U.S., U.K., France and Germany on November 28th. They plan to roll out the data driven creatives in ten more markets: Argentina, Australia, Brazil, Canada, Denmark, Indonesia, Mexico, New Zealand, the Philippines and Sweden.
The fascinating pieces of data from Spotify users on outdoor ads is just the first phase of the campaign—be on the lookout for personalized digital ads and emails from the company. Who knows, maybe Spotify will enlighten you to the fact that you listened to an embarrassing top-of-the-charts boyband song thousands of times this year.
Spotify isn’t the first company to use witty, location based outdoor advertising to get people’s attention. Back in 2015, the Outdoor Advertising Association of America (OAAA) launched the “Feel the Real” campaign using 1,400 out-of-home ads. From bus shelters to highway billboards, the messages ranged from general “The longer you wait for this bus, the more real this ad gets,” to hyper targeted “Ben Winkler, this ad making a real impression?” The Feel the Real campaign successfully brought 30,000 unique visitors to FeelTheReal.org which proves out of home can drive digital engagement.
Spotify and OAAA’s brilliant campaigns remind us that despite a growing desire for digital-first campaigns, out-of-home advertising can be an effective way to hyper-target consumers and get people talking about your brand. Data can be leveraged both online and offline to speak to and with consumers. After all, there’s still no ad blocker for out of home advertising.