Tailored Tales
Merit Award | One Show Young Ones Brief Competition 2022Shortlisted | One Show Young Ones ADC Competition 2022Shortlisted | New York Festival Advertising Award 2022Silver Award | Graphis New Talent Annual 2023Ads of the World Client: Spotify Audiobooks
Problem: While a majority of Gen Z’ers choose Spotify, they continue to perceive our platform as a strict music streaming platform.
Insight: Gen Z’ers are more likely to listen to audiobooks while they complete their daily tasks.
Big Idea: Spotify promotes audiobooks in Gen Z hotspots to help find them an audiobook to listen to that fits perfectly into their busy days.
Case Study
Art Director: Victoria Lin Copywriter: Hannah Nolan
Tailored Tales is a section of Spotify with audiobooks tailored to users’ schedules and tastes.
Outdoor experiential
To advertise this, interactive digital boards with different characters will be placed in Gen Z hotspots like bus stops, student centers, and gyms. These characters will analyze the time user can listen to an audiobook and what kind of book they like from their interaction with the user. And based on that, recommend books that users are interested in.
Deadpool at bus stops to pick the perfect book for user’s ride.
Joker in student centers to pick a book for gaps between classes.
Thor in gyms to pick the audiobook best for workout lengths.
If user like the audiobook we pick for them, they can scan the code to add the audiobook to their Spotify library.
In-App Digital
In Spotify, users input their daily activities to the Tailored Tales Calendar. Spotify will notify them when they have time to listen to an audiobook. In the notification, Spotify suggests a chapter for that block of time.
The Spotify Instagram will be taken over by a new character each day. They’ll post on the account to show their day with Spotify Tailored Tales.
Deadpool can share stories about how he listens while kicking butt, in the bath, and on the road.