DIRECT
#ListenToYourFans / DI6-000955
| Cliente o Anunciante | Spotify |
| Producto | Spotify |
| Inscrita por | Valentina Hoyo |
| Categoría | DI6 |
Bruno Lambertini, CEO
Ignacio Liaudat, COO
Ana Oseguera, Global Head of Client
Alexis Ospina, Regional Executive Creative Director
David Correa, Executive Creative Director
César Castaño, Executive Creative Director
Andrés Torres, Art Director
Andrés Tovar, Copywriter
Natalia Bayón, Project Manager
Valentina Hoyos, Marketing Manager
After two years of the pandemic, the concert season finally returned to Colombia with the Estéreo Picnic Festival, the most important musical event in the country.
This year, Spotify was not a sponsor of the festival. Instead one of its major competitors in the country, Claro Music, was. Therefore, our goal was to steal the show during this very popular cultural event in Colombia, and shift fans’ and artists’ focus from Claro to Spotify without the brand having to pay a single sponsorship dollar.
To get artists to play the songs their Colombian fans wanted to hear, but were not included in their previous set-lists, we created #ListenToYourFans. Using data from Spotify, we wrote campaign headlines that played off of users’ favorite song titles, as well as the media’s location (en-route to artist’s hotel, their bathroom). All so that artists would catch the hint, and no favorite would go unplayed. (150 WORDS)
This year, Spotify was not a sponsor of the festival. Instead one of its major competitors in the country, Claro Music, was. Therefore, our goal was to steal the show during this very popular cultural event in Colombia, and shift fans’ and artists’ focus from Claro to Spotify without the brand having to pay a single sponsorship dollar.
To get artists to play the songs their Colombian fans wanted to hear, but were not included in their previous set-lists, we created #ListenToYourFans. Using data from Spotify, we wrote campaign headlines that played off of users’ favorite song titles, as well as the media’s location (en-route to artist’s hotel, their bathroom). All so that artists would catch the hint, and no favorite would go unplayed. (150 WORDS)
