Spotify • Spreadbeat
2024 • B2C app • United States • North America
Spotify did Spreadbeats using an Excel spreadsheet as a music video platform.
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The big idea of the campaign was to showcase Spotify as more than just an audio platform to media planners by transforming their traditional Excel-based RFP process into an innovative and engaging musical experience known as Spreadbeats. This creative approach aimed to improve ROI perception, increase familiarity beyond audio, drive relevance, consideration, and brand love for Spotify Advertising among media planners.
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The challenge of this campaign was to change the perception among media planners that Spotify Advertising was solely an audio-only platform, and to showcase the platform's video and multiformat ad capabilities in a memorable and impactful way. The goal was to break through the noise in the industry and demonstrate the value and creativity that Spotify Advertising could bring to media plans.
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The target group of this campaign was media planners, specifically those in the marketing industry responsible for creating media plans and making decisions on where to allocate advertising budgets. The campaign aimed to capture their attention, change their perception of Spotify Advertising as solely an audio platform, and showcase the potential of Spotify's video and multiformat ad offerings.
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The Spreadbeats campaign was successful in achieving its objectives. It provided Spotify's sales team with a unique tool to engage media planners and showcase the platform's value beyond just audio. By transforming the traditional RFP process into a creative and immersive music video experience, Spotify was able to stand out in a competitive industry. The campaign resonated with media planners emotionally and intellectually, breaking through the conventional approach of relying solely on data and percentages.
Additionally, the innovative execution of delivering a music video within an Excel file garnered attention and interest from media planners globally.
Overall, the campaign effectively highlighted Spotify Advertising's video ad capabilities and generated positive results in terms of engagement and brand perception within the target audience.
