This project answers the brief set by Spotify for the 2021 Young Ones awards. They wanted to promote the 'Your Daily Drive' playlist, an algorithm-curated playlist that mixes songs and podcasts. Since the brief stated that they wanted to tap into leisure drives, we sought out a way to give exposure to the playlist within the driving ecosystem.
Research showed that U.S. highways experienced an increase in traffic in 2020, given that Americans preferred to travel to their holiday destinations by car instead of by plane. Taking this to heart, we decided to give Spotify exposure at highways to be top of mind when it comes to music in the car. The challenge would be then "how can we tap into the driving experience while they are driving?". We decided to go with beacon technology, which colleagues of ours recommended as the best option to avoid distracting the driver by scanning codes or answering notifications.
The result was an OOH campaign that allowed drivers to receive the next song directly on their device just by traveling the road, experiencing the playlist curated especially for the highway they were driving through.
Team: Gabriel Rivas (Copy) and David Casares (Copy & Art)
This project was crafted as part of the Masters in Creative Advertising at Zinkproject.