This is an interesting, data-driven campaign put together by the UK’s Grand Visual for the streaming music service Spotify – using digital boards to show the much-varied musical tastes and listening habits of subscribers.
The campaign creative features things like a user’s profile picture alongside a breakdown of how they have listened to music in 2018. The live data was managed and distributed to media owners via OpenLoop.
The popular end of year marketing campaign – called Wrapped – was booked in multiple global markets – like UK, USA, Canada, France and Australia. 7,640 people had their profile breakdown featured in the campaign.
As always, I like when data helps drive relevant creative. Not a Spotify customer, but if I was, I doubt many viewers would make sense of a playlist that goes from Pearl Jam to Yo-Yo Ma, and back.
Dave Haynes is the founder and editor of Sixteen:Nine, an online publication that has followed the digital signage industry for some 14 years. Dave does strategic advisory consulting work for many end-users and vendors, and also writes for many of them. He’s based near Halifax, Nova Scotia, on Canada’s east coast.