Music streaming platform Spotify is taking inspiration from its listeners with a new campaign that focuses on its ability to offer a deeply personalised service.
The Swedish brand’s campaign will run primarily across out-of-home and will feature personalised ‘My Spotify…’ straplines such as: ‘My Spotify knows me better than my therapist / remembers the 90s better than I do / is my own planet’.
The work includes Chelsea and England football star Lauren James, writer Shaquille Keith and Trainspotting actor Ewen Bremner sharing their own personal tastes on the platform.
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Vice-president of partnerships and marketing, Marc Hazan said the campaign was “relevant to all of our listeners”, because each one has “their own unique relationship” with the streaming service.
With media planning and buying handled by Publicis Media, the creative will run across the UK, US and Australian markets this month before being pushed out more widely later this year.
Additional assets will be rolled out via digital and social media, with a series of personalised features set to unveiled in-app for Spotify users to discover.
