Who Wot Why Brings Good Vibrations to Spotify's Latest Campaign
Listening has never been more important – it’s how we connect with each other, get perspective and discover more about ourselves. And with Summer approaching, Brits are looking for ways to share experiences with the people that matter to them. From BBQs to garden parties to road trips… Spotify has seen a surge in users listening to and creating playlists on the summer activities they are most excited about.
Spotify and Who Wot Why have launched a new integrated marketing campaign for summer that focuses on the cultural and social connections that listeners create through audio on Spotify. The campaign, which is running throughout the UK and Ireland, uses Spotify’s master brand positioning of ‘Listening is Everything,’ which first launched in September 2020.
The creative for the campaign takes inspiration from the playlists that listeners have been streaming in anticipation of summer, and features fun lines, bouncing summer objects and playlists that aim to connect you through the music you love to soundtrack the summer mood (assets HERE). With creative lines like ‘Fire up the BBQ playlist. Drop Bangers’’ and ‘’Bring Ibiza to the staycation. And save on bottled water.’’, the campaign will grab consumers’ attention and provide some much needed inspiration for summer activities.
The Listening is Everything campaign will include a nationwide coverage across OOH, display, social and online video.
To coincide with the launch of the new campaign, Spotify has unveiled the nation’s summer to-do list based on a selection of the most popular official Spotify playlists that Brits have been listening to as we prepare for freedom, as well as trends we’ve seen rising over the past year.
Olga Puzanova, head of consumer marketing at Spotify UK and Ireland, said: “Over the past year we have all missed experiences and the closeness of physical connection with friends and families. Despite this, we have seen listeners really lean on Spotify to help them feel connected to their loved ones and the wider world. Whether it’s through listening to playlists or creating their own – it’s clear our listeners have been anticipating summer for a very long time and using Spotify as a space to feel connected and hopeful of the possibilities for the summer ahead of us. We really wanted to tap into this user behaviour for our summer marketing campaign. Listening is everything – and as we now start to return to the activities we love, Spotify is ready to be the soundtrack to the good times.”