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Real CLIENT BRIEF:

"Make us a music culture authority as relevant as Rolling Stone in the '60s and MTV in the '80s."

Oh, ok, easy enough.

 

We took on this task by envisioning a world in which people think of Spotify as more verb than noun, just like you "google" something or "venmo" money to people.

With our campaign we created a vernacular that new music isn't just found, it's "Spotted."

 

 
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Social media posts will play with paparazzi language
conventions as a way to announce newly released music.

 
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"SPOT IT" MODE

Spot It Mode is a way for listeners to discover new music from people, not an algorithm.


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When enabled, suggested songs will stream at intervals during your playlists, USING GPS TO curate from the similar playlists of other listeners in your area.

So you’ll find new songs based on the actual humans that listen to them.

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Users can change the frequency of and range from which new songs are suggested.

Spot It Mode dashboard can be activated at any time by turning your phone landscape, allowing you to manage your settings, organize your playlists, and see what you’re listening to all at once.

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When users are suggested a new song, they can add it to their current playlist with a single tap. This is how you “Spot It.”

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Suggested songs that have been spotted are marked in users’ playlists with an eye icon.

users can track how many times songs have been spotted from their own playlists.

This introduces social clout to the platform, ENCOurAGING tastemakers to curate the best playlists possible.

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OUT-OF-HOME EXTENSION

WE'LL FURTHER LAUNCH OUR CAMPAIGN BY SKINNING ESCALATORS WITH SPOTIFY CODES THAT LEAD TO A PLAYLIST OF MUSIC SPOTTED IN THAT EXACT LOCATION.
(TRAIN STATIONS, AIRPORTS, OR SHOPPING MALLS)

 
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SPOTTED


ART DIRECTOR: Michael Arroyo
COPYWRITER: John Sokolowski
STREATEGIST: Nick Carr + Shabina Aslam
USER EXPERIENCE: Berfin Ayhan