Creative Director’s Choice gives creative directors a chance to highlight the best work and spotlight campaigns that are making a difference.
This week, Organic's executive creative director in New York, Betsy Jemas, talks about the targeted brilliance of Spotify's 'Wrap-Up' campaign.
It’s Sunday at 7pm in December somewhere on the LIRR. It’s almost time for grooving to the live jams of Trey Anastasio’s Languedoc (shout out to my fellow Phans) when Spotify detects a foreign login to my account from a new device (an Android). Uh oh.
After a password change, all is well. Except this uninvited person used my account to listen to artists and songs that are…well, as Randy Jackson would say if he were still on American Idol and comically Australian, “a no for me, dingo.”
In this moment I’m not worried about my personal information. I have bigger concerns – my Spotify history.
This is how Spotify’s ‘2019 Wrap-Up’ campaign is winning – on data, on innovation, on using the two together to create a brilliant experience that not only delivers something hyper-personalized, but does so in a way where I’m more than ok with them gathering and using my data. I expect it.
Sure, the overall campaign isn’t new. But the 2019 iteration is particularly intriguing. It’s a look back on the 10-year soundtrack of life organized by genre, artist and time. And a decade of my data is also merged with other users to create global advertising. And since it’s a campaign that literally writes itself every year, it’s weirdly important to me that I’m accurately represented.
I’m on several text threads about this (two of them trolling me for those months I ‘rediscovered’ the Dave Matthews Band). And it’s when a friend contributes a single reply, I don't have Spotify followed by the loneliest of emojis, I realize how genius it really is. By analyzing and digesting available data, Spotify created awareness, engagement, retention, loyalty, and FOMO. Yes – unsexy numbers created emotion. Hello, 2020.
Now if you’ll excuse me, I have some music to listen to.
Betsy Jemas is executive creative director at Organic in New York.
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