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Witty Spotify广告使用我们奇怪的聆听习惯作为2018年目标

+$Music streaming service Spotify is wrapping up 2017 with a witty advertising campaign that uses people's unusual listening habits to create potential 2018 goals. This isn't the first time Spotify has run a funny data-driven campaign. Back in 2016 it took user information and created the brilliant+$"Thanks 2016, it's been weird" ads+$in response to the year's events.

+$Unlike last year's campaign, which was all about reflecting on the madness of 2016 and delivering some well-earned gallows humour, this series of ads decides that 2017 has been bleak enough and doesn't deserve to be remembered.

+$We realised there was a lot of fatigue and exhaustion with all the events in 2017

+$Seth Farbman, Spotify CMO

+$Instead, Spotify is looking ahead to 2018 with posters and+$billboard Ads+$that use curious playlists and listening choices to create 'goals' for the next 12 months. These include goals such as "Eat vegan brisket with the person who made a playlist called 'Leftist Elitist Snowflake BBQ" and "Be significantly less proficient at goodbyes", which is based on impressive streaming data for the song (you guessed it) Too Good At Goodbyes.

+$Scroll through the gallery below from left to right to see some of the funny Spotify billboards.

图1中的1

Say goodbye to 2017 with this campaign

+$Say goodbye to 2017 with this campaign
图2中的6

Those are some mad numbers

+$Those are some mad numbers
图3/6

Something for the new year's exercise regime

+$Something for the new year's exercise regime
图4/6

I'm triggered

+$I'm Triggered
图5/6

Life-size celebrity cutouts beg you to take a selfie with them

+$Life-size celebrity cutouts beg you to take a selfie with them
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We hope these surgeons don't work near us

+$We hope these surgeons don't work near us

说到创造力+$, Spotify's CMO Seth Farbman says: "When we started to look at this year's data and what the news was every day we realised there was a lot of fatigue and exhaustion with all the events in 2017. So rather than go back and relive that exhaustion, we thought we would look forward and bring in a spirit of hope and optimism."

+$The campaign was created by Spotify's in-house agency and will run in seven US cities, namely: New York, Los Angeles, Chicago, Dallas, Miami, Nashville, and Washington DC. Location-specific ads will also appear in 18 different areas around the world.

+$While this is another great example of how companies can turn dry data into engaging advertising with a personality, we can't help but wonder how surreal it must be to see your listening habits blown up into huge posters and stuck up around town for all to see.

+$Either users are going to become a lot more wary with their playlist names or – and we imagine this is the more likely scenario – they're going to embrace Spotify's cheekiness and come up with hilarious titles that are just begging to be turned into posters.

+$We can't wait to see what music fans and Spotify come up with for the 2018 campaign.

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