Spotify campaign concept

Spotify has recently launched a Your Daily Drive Playlist that plays daily podcasts and your favorite music to accompany users on their commute. We’ve also put together a driving content hub full of playlists for people to enjoy while they’re driving.

So what’s the problem?

Most people don’t think about using Spotify in the car because they’re stuck in the habit of listening to the radio.

The opportunity

To get people in the US to think about listening to Spotify in the car.

How can Spotify play a role in the car?

The car isn’t a great place for discovery, it’s more about being in your comfort zone and listening to what you love. With Spotify, you can listen to your own music on your terms. 

What is the best way we can communicate this idea?

Each user gets a different song when scanning the Spotify code,

depending upon past hearing habits to try to generate a result song that might be most appealing to you. So if you consume more rock music, you might get a song from that genre that adjust to the situation on the ad. But if you consume more hip-hop music, you will get a totally different result, turning the ad into a personalized experience for each viewer.