Proving digital isn’t everything Spotify caught my attention with it’s OOH form, just like Facebook’s Privacy if Personal campaign. Again it is simple and so effective.
The Listen Like You Used To campaign by Spotify was targeted at 35-40 year-olds. Who Wot Why the agency behind this campaign explained that 35-40-year-olds don’t listen like they used to.
They’re more likey to be smashing avocados than listening to Smashing Pumpkins. Spotify wanted to help change this. We tapped into music nostalgia with a reminder that although your life might have changed, your music taste probably hasn’t.
And tap into nostalgia they did with some brilliant OOH displays such as the bus stops below. All with that blast from the past making us realise how much things have changed.
And in other cases haven’t so much.
Why I like this campaign
Although the aim is to reach an audience of 35-40 years I feel the reach has gone so much further. It’s a long way off till I’m in that age bracket but I still remember the spice girls. A listener or not to the bands mentioned these ads are sure to make you smile. Some people even got involved with their ideas.
— Alberto Mora (@_alberto__mora_) September 19, 2019
But not all of these creations were very kind towards Spotify.
Hi @Spotify. Got another one for you!
Money Too Tight To Mention
— PAUL BOOTH (@TheMighty_Booth) September 18, 2019
Now I’m going to steer clear of the politics of money in the music industry on this one. I’m just here to talk about the campaign after all. Although the last one was a little controversial it still had someone sharing and talking about Spotify’s campaign. They may disagree with Spotify but they still just gave them free publicity.
That’s the beauty of a campaign like this it gets people talking. People take photos of all the forms of the campaign and post about it. I also like how simple the design of these posters/billboards are. Minimal colours and text it’s design 101 for something like this. You want it catchy enough to grab people and easily digestible on-the-go, that’s exactly what this is too.
Too often I see OOH campaigns that are way too overcrowded and not clear enough. To take any of it in I have to stop and read and that is even if it is placed on a display that doesn’t rotate to another campaign before I can fully take it in. This campaign has been a breath of fresh air to my eyes so to speak. It’s a beautifully packaged campaign that can always be expanded upon to continue on its success.
There is only one thing I really think that Spotify has missed out here. It seems like such a simple thing too. A Listen Like You Used To playlist to really take people back. It would be great for people to re-discover some of their old favourites. As I say though room to expand easily.
I hope you have enjoyed my brief look into Spotify’s Listen Like You Used To campaign. As always, I would love to see your comments below and I’m always up for a discussion on any of my blog topics if you want to drop me a message via LinkedIn or Instagram. What did you think of these music throwbacks? Think Spotify have missed some other nostalgic throwbacks?
Featured image courtesy of The Drum.