Spotify has a rich trove of user listening habits in its locker and it has seen success, both at awards and from consumers, in digging them out and exposing quirky behaviours.
Over the last two years the company has run ads that share listeners’ more eccentric habits, such as the fact there is a ‘I love gingers’ playlist with 48 Ed Sheeran songs on it, that Man’s Not Hot by Big Shaq got played 42m times in 2017 and that one user played ‘Sorry’ 42 times on Valentine’s Day.
Now, the Wrapped campaign is back to run across out-of-home, digital and social in markets including Australia, Brazil, Canada, Colombia, Denmark, France, Germany, Indonesia, Mexico, Philippines, the US and in the UK. It will shine a light on more than 50 artists including Ariana Grande, Post Malone and Shakira with Maluma.
June Sauvaget, Spotify’s global head of consumer marketing, said: “Our annual Wrapped ad campaign is a true embodiment of our proposition as a ‘platform for discovery’ Our users have come to expect the year-end campaign year after year, and are eager to see how their interactions on Spotify connect to what is happening across the global Spotify community.
“At the same time, it serves as a large-scale 'thank you' to our listeners for their collective impact in shaping the platform throughout the year while further solidifying our place in the global cultural lexicon.”
This year the campaign points out that someone made a playlist called ‘it’s the royal wedding tomorrow!!!’ 22 days after the wedding. It also explored the correct time to listen to Christmas playlists and highlighted that some people accidentally meditate to a 'clam' playlist.
Alex Bodman, global executive creative director at Spotify, said: “Part of our creative process is to think about the cultural moments, tensions and oddities that defined 2018 and then see how music and podcasts helped people respond.
“That’s why this year we decided to focus on Playlist creation; it’s one of our features that allows people to get highly creative. The fact that users give the playlists such hilarious names or use them to comment on broader cultural trends only makes the material richer.”
Vote for the campaign below in The Drum's Creative works.