Adrian J Cotterill, Editor-in-Chief
It appears that in the UK the festive season starts early on Spotify with streamers, so we are told, turning up the festive tracks as early as September.
“We’re thrilled to launch Spotify Advertising’s first-ever OOH campaign in the UK to educate marketers around how the festive season starts early on the platform,” said Ed Couchman, Head of Sales for Northern Europe Sales at Spotify. “With our ‘Q4 Is Calling’ campaign, we’re showcasing the insights and trends that Spotify can provide through a fun and interactive experience that speaks to the creativity and positive space we can offer advertisers and the success that media campaigns on Spotify provides. By bringing to life the festive season and spotlighting how Spotify adds more to your mix, we hope advertisers take away the need to get started on their festive campaigns to effectively reach their audiences now while they’re in this festive mindset and shopping for the season.”
It’s obviously not just the music that starts early, research shows that UK consumers are planning, and even buying their gifts as early as October, with one in four Spotify users starting their festive shopping during this month.
Knowing consumers (and marketers!) are ready to press play on festive fun this year, Spotify Advertising has launched its first OOH experiential campaign, ‘Q4 Is Calling’, in London.
Spotify Advertising is basically transforming some of London’s iconic red phone booths into miniature winter wonderlands to showcase why advertisers should be starting their festive campaigns on Spotify now. The playful and immersive activation brings the magic of Spotify to red London phone booths outside agency and marketing spaces, including Dentsu,v The Drum Live! and Publicis throughout this week.
How the experience works:
- Marketers entering the green-painted, snow-covered, and decorated booths will be greeted by a ringing phone.
- Pressing any key triggers different insights and advice around the effectiveness of a festive media strategy on Spotify, as well as fun surprise and delight experiences like a personal dance party where a disco ball descends into the booth.
- Each visitor will also be given some sweet treats on their way out.
Through the voice of Spotify’s AI DJ, Xavier “X” Jernigan, visitors will hear insights such as how Spotify commands twice the attention of social media channels, and how brands can capture the eyes and ears of audiences by leveraging a multi-format campaign on Spotify.
Additionally, as Spotify has become an essential daily companion, Spotify data shows how this festive mindset is also essential for brands, with two in three listeners streaming podcasts while doing their Christmas shopping.
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