Spotify - One Club
Created with FCB Chicago through The One Club's Mentor & Creative Program
Art Direction: Kvita Svyatnenko, Tiffany Mei
Copywriting: Peter Northfelt, Daniel Schwartz
Home isn’t home anymore. It’s the place where your boss can yell at you. Where your kids are learning their ABC’s. Where you have no personal space. This campaign is designed to reach people where they are. They are scrolling Instagram or the news looking for an escape from their homebound tasks. When they are outside, the target is doing to the grocery store or taking a break in a park.
Highway Billboards
OOHs on highway billboards, city billboards, and bus stops to reach commuters and people on the go.
Park Bench / when people are going on a walk or sit to relax.
When people take time for a walk in the park, we want to remind them that they are actively escaping their home life. Reminding them in a Spotify-branded humorous way will remind them that they can soundtrack their away time with Your Daily Drive.
Grocery Store Shopping Carts
These grocery store shopping cart ads are positioned where most people are going these days… the grocery store. While they wheel their groceries out to their car, we want to remind them that they can soundtrack their drive home with Your Daily Drive.
Direct Mailer
We’ll mail a scented air freshener to Spotify users to place a physical ad in their car and position Your Daily Drive as a multi-sensory experience.
Digital Banners
These web banners pose the “problem” on top. On the side, the ad proposes the solution. Drown out the noise with Your Daily Drive.
Targeting Family
Plan subscribers, we encourage people to take a break from their noisy lives on Instagram. These would be shown in the afternoon on weekdays.
Push notifications + Geo-targeted notifications
Push notification would be shown to build habits around #YDD. Subscribers who have seen the ad campaign or have listened to the playlist recently would be shown this ad in the weekday afternoons.
