PS21 Barna develops Spotify’s creative strategy to boost its podcast catalog
Spotify’s new creative concept is called ‘Home of podcasts’ and has been developed by digital agency PS21 Barna. The objective of this first ATL campaign, 100% digital, is to position the platform as a benchmark for streaming audio, including not only music, but other verticals such as podcasts. The creative strategy will be developed from two angles: digital insights and amplification of the campaign through content creators linked to the platform.
The insights are composed of a series of phrases that, through analogies between podcasts and reality, will connect, by theme, with potential consumers. If you listen to your friend’s audios without hitting 1.5x you are a podcast user or If you haven’t seen your neighbor for days and you think he has been murdered, you are a podcast user, are two examples of the messages that will be launched through social networks. Each sentence includes images with recommendations of podcasts related to that specific topic. The digital campaign will run on Instagram, Facebook Ads, Twitter and TikTok and will be amplified with a campaign of micro and macro influencers that will promote the free content catalogs on Spotify. This action has been developed by True, Jungle’s creative PR agency.
PS21 Barna has also developed the visual identity of ‘El CaroLate’, the first late night in Spotify’s original podcast format, starring comedian and presenter Carolina Iglesias and premiered last Wednesday, October 5. The Galician comedian and presenter starred last September in a milestone by summoning 28,000 people at the WiZink (in person and streaming), the largest comedy show held in Spain.
The digital agency Jungle, under the artistic direction of Jaume Leis, has designed the logo, the cover, the videowall and the art direction in the photo shoot. In addition, an OOH action has also been developed with the vinyling of ‘El CaroLate’ in the Callao subway (Madrid). The production of the OOH of the Callao subway has been carried out together with JCDecaux. Jose Antonio Roda Martínez has illustrated the vinyls installed in the station until October 30. The agency Universal McCann has developed the media plan.
