People with the same taste in music tend to get on well together. Music helps to foster good relationships between people and brings like-minded individuals together.
Dogs also have their own individual taste in music. A University of Glasgow study has recently confirmed it.
So Serviceplan Campaign X thought, “What better way to choose the dog that’s perfect for you?” And the agency got together with the media partner who knows people’s tastes in music better than anyone – Spotify.
The resulting campaign was Adoptify, created for animal shelter, Tierschutzverein München.
“No other music provider knows and analyses the musical preferences of their listeners as well as Spotify. We will use this to make recommendations to users by displaying dogs who like the same music in personalised video banners,” explained Hans-Peter Sporer, creative director at Serviceplan Campaign X.
The banners lead to a microsite which shows all participating dogs in cool poses, listening to their favourite music. The dogs are assigned to different music genres – electro, classic, pop, rock and hip hop dogs.
Jillian Moss, responsible for PR, advertising and fundraising at the Tierschutzverein München e.V., commented, “As animal welfare officers, we attach great importance to any kind of original communication and increased awareness among the wider population. We are proud to be pulling together with our two Adoptify partners, who are both market leaders in their respective sectors.”
Global Chief Creative Officer: Alexander Schill
Creative Managing Partner Germany: Matthias Harbeck
Creative agency: Serviceplan Campaign X
Executive Creative Director: Hans-Peter Sporer
Creative Director: Luitgard Hagl
Copywriter: Kornelia Szatko, Leon Morelli
Art Director: Michael Lux
Account Director: Konstanze Kliesch
Film Production company: Neverest GmbH & Co. KG
Director: Luis de Maia
Director of Photography: Sebastian Hofer
Executive Producers: Maggy Fischer & Anett Grünbeck
Producer: Nicole Ostermeier
Assistant producer: Saskia Diers
Media Agency: Plan.Net Media
Digital Agency: Plan.Net Technology & Datamints
Technical Directors: Felix Koschmidder, Heinrich Plener
Client: Tierschutzverein München e.V.
Creative Media Partner: Spotify GmbH