Spotify has created its first campaign in India after launching in the country in February.
The campaign, which is called 'There’s A Playlist For That’, is a hyper contextual out-of-home (OOH) and digital campaign that is localised and personalised for users. It is geo-targeted based on cities, neighbourhoods, and important traffic intersections, with one liners that depict relatable life situations and hyper-local cultural nuances.
For example, the one liner ad a south Mumbai hoarding that reads ‘Dating a boy from the ‘burbs’? There’s a playlist for that – ‘Long Distance’, is a humorous take on the longstanding south Mumbai – north Mumbai love affair debate.
RESULTS: The company also claims that after people discover a song in a ‘personalised editorial playlist’ Spotify sees an 80% increase in the number of listeners who seek it out for repeat listens, while the average number of times they save a track grows by 66%.
Brahmesh Tiwari, Alisha Sharma, Kiran Talegaonkar, Geo Joseph