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Case Study: Spotify 

Creative Brief by Madeline Saloga

Why is Spotify a good candidate for a spec piece?

Spotify is a relatively new music streaming company hence their existent marketing is current, yet also less explored.

1. Existing Marketing 

Since Spotify has only been around in the US since 2011, existing narrative commercials are limited. Early campaigns are dramatic, but throughout the decade move more towards a comedic/heartfelt approach.


 

But historically, Spotify has consistently marketed itself in a way that stays in touch with the current social trends. It has positioned its product in a way that makes it a part of the culture and a part of the conversation. It values a broader strategy of product implementation into everyday life over marketing specific unique attributes.

2. The Model

One piece proved particularly engaging: 2017’s “For the Ride.” This was a oner (not contained within an overarching campaign) spot only generated for socials. The creative strategy hinges itself on the power of music and its ability to grip the listener; as within this specific application, depicting how music can make you stay in your car till the song plays out.

 

Because of the life-truth element of music as power within “For the Ride” literally traveling within the car, the theme can be expanded into traveling among the human experience and conscious.

3. Insights

According to Verto Analytics, 55% of Spotify’s user base are millennials. It’s simply more popular with a younger generation. We also see a dip in the 45-54/Middle age range. This demographic is more familiar with competitors: Pandora and Apple Music. This can likely be attributed to Apple’s iTunes and Pandora having become ubiquitous early on in the 2000s. The population analysis suggest older Americans have stuck with what they are already comfortable with and do not identify with contemporary media companies like that of Spotify.

 

Result: Target marketing older generations would be advantageous.


4. Creative Direction

Q: What do baby boomers and music have in common?

A: They’ve both been around for a while.

 

Hinging on our life-truth as music as power, we know that many songs carry on throughout time and across generations.

 

Q: How does music unite all of us, young and old together?

A: Songs often remind us of the past and specific memories.

 

Solution: Music can take you back in time. Music can take you places.

 

“For the Ride” need not only refer to physically listening to music on long road-trips, “FOR THE RIDE” can also mean music that takes you somewhere else mentally. Because Music is with us throughout our lives, music inevitably has the ability to take audiences back in time to different memories; a phenomena everyone can relate to.

 

With a library of over 90 million available tracks, Spotify contains the scope and ability for subscribers to access endless songs, genres, playlists, artists, which in turn elicit certain tone and emotion, which can then assess listener memory banks.

 

 

Message:

 

Spotify listeners have access to unlimited memories at their fingertips. 


 

Spotify is social platform, whilst it can also be an escape.

 

Spotify embraces the theme of life. That’s what the power of music can do.


 

You really can go anywhere with Spotify - for the ride. 

5. Execution

~ 60 secoond spot, designated as a YouTube Linear Ad

~ Research & insight driven

~ Reconceptualized: For the Ride Campaign

~ Emotional driven with comedic undertone

~ Designed to hit home with target demographic, but is also a concept everyone can relate to

Preproduction 

 Boards by Madeline Saloga

Case Study: Spotify 

Creative Brief 

Case Study: Spotify 

Creative Brief by Madeline Saloga

PITCH_ SPOTIFY_ Music can take you places  (1) (dragged) 2.png

Why is Spotify a good candidate for a spec piece?

Spotify is a relatively new music streaming company hence their existent marketing is current, yet also less explored.

1. Existing Marketing 

Since Spotify has only been around in the US since 2011, existing narrative commercials are limited. Early campaigns are dramatic, but throughout the decade move more towards a comedic/heartfelt approach.


 

But historically, Spotify has consistently marketed itself in a way that stays in touch with the current social trends. It has positioned its product in a way that makes it a part of the culture and a part of the conversation. It values a broader strategy of product implementation into everyday life over marketing specific unique attributes.

2. The Model

One piece proved particularly engaging: 2017’s “For the Ride.” This was a oner (not contained within an overarching campaign) spot only generated for socials. The creative strategy hinges itself on the power of music and its ability to grip the listener; as within this specific application, depicting how music can make you stay in your car till the song plays out.

 

Because of the life-truth element of music as power within “For the Ride” literally traveling within the car, the theme can be expanded into traveling among the human experience and conscious.

3. Insights

According to Verto Analytics, 55% of Spotify’s user base are millennials. It’s simply more popular with a younger generation. We also see a dip in the 45-54/Middle age range. This demographic is more familiar with competitors: Pandora and Apple Music. This can likely be attributed to Apple’s iTunes and Pandora having become ubiquitous early on in the 2000s. The population analysis suggest older Americans have stuck with what they are already comfortable with and do not identify with contemporary media companies like that of Spotify.

 

Result: Target marketing older generations would be advantageous.


PITCH_ SPOTIFY_ Music can take you places  (1) (dragged) 5.png

4. Creative Direction

Q: What do baby boomers and music have in common?

A: They’ve both been around for a while.

 

Hinging on our life-truth as music as power, we know that many songs carry on throughout time and across generations.

 

Q: How does music unite all of us, young and old together?

A: Songs often remind us of the past and specific memories.

 

Solution: Music can take you back in time. Music can take you places.

 

“For the Ride” need not only refer to physically listening to music on long road-trips, “FOR THE RIDE” can also mean music that takes you somewhere else mentally. Because Music is with us throughout our lives, music inevitably has the ability to take audiences back in time to different memories; a phenomena everyone can relate to.

 

With a library of over 90 million available tracks, Spotify contains the scope and ability for subscribers to access endless songs, genres, playlists, artists, which in turn elicit certain tone and emotion, which can then assess listener memory banks.

 

 

Message:

 

Spotify listeners have access to unlimited memories at their fingertips. 


 

Spotify is social platform, whilst it can also be an escape.

 

Spotify embraces the theme of life. That’s what the power of music can do.


 

You really can go anywhere with Spotify - for the ride. 

PITCH_ SPOTIFY_ Music can take you places  (1) (dragged) 6.png

5. Execution

~ 60 secoond spot, designated as a YouTube Linear Ad

~ Research & insight driven

~ Reconceptualized: For the Ride Campaign

~ Emotional driven with comedic undertone

~ Designed to hit home with target demographic, but is also a concept everyone can relate to

Preproduction 

 Boards by Madeline Saloga