Thanks 2016, It's Been Weird
Spotify2016
Thanks 2016, It's Been Weird is a 2016 global data-driven outdoor campaign for Spotify, created by Spotify In-House (New York).
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The line
Dear person who played 'Sorry' 42 times on Valentine's Day — what did you do?
Why it works
The campaign that turned a database into a copywriter. Spotify's in-house team mined anonymized listening data for single human stories — "Dear person who played 'Sorry' 42 times on Valentine's Day, what did you do?"; the 3,749 Britons who streamed 'It's the End of the World as We Know It' on Brexit day — and ran them as hyper-local billboards across 14 markets starting November 2016. It is studied as the breakthrough for data-as-creative (not data-targeted, but data-written), the origin point of the annual Wrapped phenomenon that followed, and a landmark for in-house creative departments competing with agencies. It generated over a billion earned impressions and won at Cannes, D&AD and the Webbys.
Techniques
- Humour Anonymised listening data is turned into wry billboard copy, such as teasing the listener who played 'Sorry' over and over on Valentine's Day.
- Real-time and newsjacking Lines pegged to the year's moments, such as Britons streaming an end-of-the-world song on Brexit day, make the boards a knowing commentary on 2016.
Sources · 3
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