Streaming service Spotify has become the first big brand to mark the passing of 2016, a full five weeks before the calendar changes, by launching ‘Thanks 2016, It’s been Weird’ across 14 territories - its biggest global campaign to date.
The data-driven outdoor campaign will seek to draw a line under the year which gave us Brexit, Trump and a string of celebrity deaths from David Bowie to Alan Rickman by publishing localised facts and figures on billboards.
In the UK for instance, a poster reads “Dear 3,749 people who streamed ‘It's The End Of The World As We Know It’ the day of the Brexit Vote. Hang in There”. Across the pond meanwhile a similar execution displays: “Dear person who made a playlist called: 'One Night Stand With Jeb Bush Like He's a Bond Girl in a European Casino.' We have so many questions.”
Developed by Spotify’s own in-house creative team based in New York, the campaign brings insight from its regional teams to bear to generate localized copy.
Launched in the UK, US, France and Denmark yesterday (28 November) the campaign will now roll out to a further ten markets including Australia, Brazil, Germany and Sweden. Over the run up to Christmas the campaign will extend to include emails to customers on their own Spotify usage as well as digital and social ads.