Spotify has launched its first ever brand campaign in the UK. The campaign is designed to highlight the variety of playlists available on Spotify, and will see outdoor ads in cities including London, Birmingham, Manchester, Glasgow and Bristol. It will run until December 4 and will be featured on billboards, buses and the London Underground over the six-week period, as well as on Spotify’s social channels.
Spotify’s head of consumer marketing in the UK, Karen Staughton, commented: “This campaign is built on the foundations of what makes Spotify so unique; our amazing community of music fans, and the passion they have for discovering and sharing music. We are celebrating those users by showcasing the breadth of playlists that soundtrack so many moments in their lives - from the weird to the wonderful. I couldn’t be more excited to be rolling out a full brand campaign in the UK for the first time, and particularly because it showcases Spotify doing what it does best - helping our listeners to tell their stories through music.”
The campaign celebrates the wide range of user-generated Spotify playlists and the varying reasons for their creation, using tag lines including, ‘Thousands of playlists created every day. Some, admittedly, better than others’.
Spotify has an estimated 100 million active users, with 40m of those coming from paid subscriptions. Earlier this month, the company announced a partnership with ITV’s X Factor.