Spotify’s first global B2B campaign promises super-engaged audiences to potential advertisers. The hero spot, All Ears on You, features people immersed in giant bubbles, shielded from all distractions, as they live their normal life. The commercial is set to the track, Feet don’t fail me now, by British artist, Joy Crookes. While the commercial has a music listening focus, the campaign aims to promote advertising in Spotify’s podcasts. The platform’s monthly podcast listeners are expected to reach to US$28.1 million by the end of the year. Podcasts revenues are expected to reach US$2bn by 2023.
The campaign by FCB New York has launched in digital audio, out-of-home and social media in major US cities as well as online video. Activations in Australia, Canada, Germany, Mexico, New Zealand, Spain and the UK, will be added by the end of the year.
The campaign follows a Spotify study that did indeed find that Spotify’s engagement outperforms other types of media – 9% more than digital audio, 9% more than digital video, 23% more than TV and 27% more than social media. More than 80% of respondents also said they listen to music or podcasts while going for a walk, exercising, doing chores, working, commuting or relaxing indoors, while 66% said there is too much visual stimulation and audio provides a nice escape.
“Advertisers are struggling to break through to reach consumers who are constantly bombarded with messages and are more distracted than ever before,” stated Khurrum Malik, Spotify’s head of advertising business marketing. “All Ears on You highlights how Spotify is able to cut through the clutter better than any other advertising platform thanks to an immersed and engaged audience deep in the listening experience.”
“This platform was born from the insight that listeners aren’t merely on Spotify,” added Gary Resch, executive creative director at FCB New York. “They’re in Spotify. They’re fully immersed, truly present and undistracted by the noise surrounding them. And that focused headspace has massive value to marketers on Spotify. The bubble device brings that headspace to life in a magical way and is an enduring platform that can come to life across all sorts of executions and iterations moving forward.”
Credits:
Client: Spotify
Head of Advertising Business Marketing: Khurrum Malik
Global Strategy Manager: Andrea Kim
Global Director Enterprise Marketing: Sarah Kiefer
Global Creative Lead: Tammijean Triplett
Creative Director: Richard Frankel
Agency: FCB New York
Co-Chief Creative Officers: Michael Amiette & Gabriel Schmitt
Executive Creative Director: Gary Resch
Creative Director: Alexandre Abrantes
Associate Creative Director: James Meiser
Senior Art Director: Justin Batten
Senior Copywriter: Ken Syme
Executive Producer: Chris Lenz
SVP Business Lead: Tara Graff
Account Supervisor: Sean Kittredge
Production Company: Object & Animal
Director: Amber Grace Johnson
Executive Producer: James Cunningham
Producer: Myriam Schroeter
Editing: Lost Planet
Editor: Ben Rodriguez
Executive Producer: Krystn Wagenberg
Senior Producer: Casey Cayko
Senior Cutting Assistant: Rachel Butler
VFX & Colour: The Mill
VFX Supervisor & Senior Lead 2D Artist: Blake Druery
VFX Supervisor & Senior Lead 3D Artist: Ajit Menon
Creative Director: Corey Brown
Executive Producer: Mandy Harris
Producer: Catherine Fischer
Colourist: Michael Rossiter
Color Producer: Evan Bauer
Sound Design & Mix: Wave Studios
Senior Audio Engineer & Sound Designer: Chris Afzal
Executive Producer: Vicky Ferraro
Producer: Eleni Giannopoulos
