Spotify needed users, specifically college students, to listen to their audiobooks in conjunction with their music. The approach we took was to interrupt their routine and shock them with the tagline #cancelmusic with the caveat of “until the story ends.” We then constructed ways to implement this campaign on college campuses and create buzz for Spotify audiobooks. I made all of the designs and mockups while also helping develop the strategy.
Team: Kat Regas, Abby Begin, Anna Cleveland, and Jack Schmitz
Campaign Logo
Video Spot: The Elevator
Get lost in the story
Audiobooks
OPEN on a group of people waiting for the elevator at an office on the top floor.
Elevator doors open and people walk in.
As the elevator starts to move, the elevator music changes to Chapter One of the book Gone Girl.
People start to look around confused thinking something is wrong. More people start to enter on different floors.
As the elevator continues to go down, the story continues on.
CUT to more people waiting for the elevator on another floor. Elevator stops at their floor, people walk in. At this point there are so many people they are all squeezing together.
One more person is able to squeeze into the elevator. As the elevator starts to move they start looking around noticing how packed and quiet it is. He starts to say something but is immediately shushed.
The elevator reaches the lobby. The doors open and close with no one getting out. The doors close and the elevator heads back up.
New frame:
SUPER: Get lost in the story
Spotify Audio Books LOGO
Billboard
We want to engage with communities of students by hosting open mic nights at cafes on college campuses.
The twist is that this event is
for STORYTELLERS ONLY
NO MUSICIANS WILL PERFORM
Event
We wanted an interactive element to the campaign, so we decided to use the Spotify code feature to our advantage.
We will place these scannable stickers across campuses, each linking to a different popular audiobook. Each book is free using the code, allowing users to add books to their library and lend them out to friends in their Book Club. (see below)
Sticker Activation
Spotify Book Club
Spotify's app currently allows users to make collaborative playlists and see what their friends are currently listening to, so why not give them the opportunity to connect over audiobooks?
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Introducing Spotify Book Club, a new app feature that allows users to share their love of audiobooks with others. Once users scan the sticker codes and collect books for their Spotify library, they are able to share those books with their friends. They can give reviews, recommendations, and let others borrow books from their library once they've finished listening to it.
The Story Chair
To give students a break in between classes, we will put these Spotify massage chairs in major buildings on college campuses across the country. To activate the massage mode, the student has to choose an audiobook to listen to using the built-in speakers.
Tik Tok Ad
