Spotify kicks off annual Wrapped campaign

10 December 2019

Advertiser: Spotify

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The paid media campaign includes out of home advertising in Sydney, Melbourne, and Brisbane, as well as digital, social, and cinema.

Spotify has launched its much-anticipated annual Wrapped campaign.

Spotify Wrapped is all about recapping the year in music and culture in a way that only Spotify can.

Fans around the world have come to anticipate Spotify Wrapped as a chance to remember the cultural moments, the streaming trends, and the memes that have connected society over the last 12 months.

The Wrapped media campaign continues to leverage Spotify insights to celebrate the quirky and wonderful ways people worldwide have listened to their favourite music and podcasts through the year, and the decade.

“How do you dance to a decade’s worth of data? Especially when the last ten years have been so wild, and had such a compelling soundtrack,” Spotify global executive creative director Alex Bodman says.

“With a Decade Wrapped, we celebrate and show appreciation for the fortunate role we’ve been able to play over the last decade: connecting the world’s best fans with the world’s best creators.

"We hope we’ll remind people of the moments this decade that inspired them to smile, share, laugh - or sometimes just scratch their head. In many ways, it’s a campaign ten years in the making.”

The campaign will be live across OOH, digital, social and TV in 21 markets including Australia.

“Our annual Wrapped campaign celebrates Spotify’s listeners and creators from around the world. We're putting our fans in the driver's seat with a unique opportunity to discover and share their musical identity,” Spotify global head of consumer and product marketing June Sauvaget says.

“We're excited to step this up in 2019, and lets users explore how their taste has evolved not just over one year, but for an entire decade on Spotify”.

In Australia, the paid media campaign includes out of home advertising in Sydney, Melbourne, and Brisbane, as well as digital, social, and cinema.

It features artists including Post Malone, Billie Eilish, Tones And I, Lorde, Jessica Mauboy, Tame Impala, and PNAU, as well as nods to “Egg Boy”, the podcast SHAMELESS, and even Rebecca Black.

For YouTube, a super cut of artists who featured in Spotify’s sold-out Front Left Live playlist event earlier in the year in Melbourne, talking about their year, and decade, in music.

The videos feature Tove Lo, Dominic Fike, girl in red, BENEE, and Electric Fields.

The streaming service has also announced a Spotify Slushies experiential activation across three locations in Melbourne and Sydney, celebrating local artists Amy Shark, Dean Lewis, Jessica Mauboy and Tones and I.


Spotify Wrapped

Spotify slushies campaign
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