The Drum Awards for Marketing - Extended Deadline

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A study from the University of Glasgow has confirmed what many had already suspected: each dog has their own individual taste in music. Together with the animal shelter Tierschutzverein München e.V., Serviceplan Campaign X has developed the idea of bringing dogs and owners together based on their musical tastes. They were able to secure a media partner who arguably knows people’s tastes in music better than anyone: Spotify. The result was “Adoptify”.

Everyone has probably experienced how having the same taste in music helps to foster good relationships between people and brings like-minded individuals together. What's especially interesting is that dogs also have individual tastes in music and enjoy songs as much as people do.

Together with the Tierschutzverein e.V. in Munich, Serviceplan Campaign X had the idea of using this link to match the “right” pet with a suitable owner. The music streaming service Spotify will support the project as an intermediary.

“No other music provider knows and analyses the musical preferences of their listeners as well as Spotify. We will use this to make recommendations to users by displaying dogs who like the same music in personalised video banners”, explained Hans-Peter Sporer, managing creative director at Serviceplan Campaign X. The banners lead to a microsite showing all participating dogs in cool poses, listening to their favourite music. The animals are assigned to different music genres: there are electro, classic, pop, rock and hip hop dogs waiting for their new owner.

Credits

Client: Tierschutzverein München e.V.

Creative Media Partner: Spotify GmbH

Serviceplan credits:

Global Chief Creative Officer: Alexander Schill

Creative Managing Partner Germany: Matthias Harbeck

Agency: Serviceplan Campaign X

Serviceplan Campaign credits:

Executive Creative Director: Hans-Peter Sporer

Creative Director: Luitgard Hagl

Copywriter: Kornelia Szatko, Leon Morelli

Art Director: Michael Lux

Account Director: Konstanze Kliesch

Film Production company: Neverest GmbH & Co. KG

Film credits:

Director: Luis de Maia

Director of Photography: Sebastian Hofer

Executive Producer: Maggy Fischer, Anett Grünbeck

Producer: Nicole Ostermeier

Producer Assistant: Saskia Diers

Media Agency: Plan.Net Media

Digital Agency: Plan.Net Technology & Datamints

Technical Directors: Felix Koschmidder, Heinrich Plener