Creative Brief

Objective:

people in the US, with over 12 reporting they listened to an audiobook in 2021. Spotify is on the way to becoming "The World's Audio Network," the destination for all types of audio. It is preparing to launch its new Audiobook offering in a big way.

Why does our client need to advertise?

While most Gen Z'ers choose Spotify, they continue to perceive our platform as a strict music streaming platform. Let the target audience know through the campaign that Spotify now has audiobooks.

What is advertising going to accomplish?

Through the campaign, let the target audience know that Spotify is a music platform and audiobook.

Who are we going to connect with?

New + Existing Spotify users: We need to educate new and existing Spotify users about the existence of Audiobooks and get them to consider Spotify whenever they want to dive deeper into the books they love.

What are the most insightful things we know about them?

Gen Z loves Audiobooks: This audience is tapped into Audiobooks and is most likely to listen while they complete their daily tasks.

What is the single most effective message that we can convey to them?

Launch Audiobooks in a big way by authentically connecting with Gen Z and showing them Spotify is more than just music.

What else is there to know that supports this message?

Often irreverent and never afraid to have an opinion, Spotify speaks to consumers as fellow fans because we love music, podcasts and culture as much as they do. We're a youthful brand.

Billboard

For billboards, we placed the billboard in famous places such as New York times square, London, and some cities. We use teaser titles to make the target audience guess. Next, when we open the gift, we find that Spotify now has audiobooks.

Digital Billboard

Commerical

Playlist Survey

It is a popup page. After you tap the Spotify app, there have some selections. We can get recommended audiobooks from Spotify.