Droga5 tasked with introducing product to mass audience in America
Today, Spotify is launching “For Music,” its first-ever advertising campaign, to introduce Spotify to a mass audience in America. This integrated, multiplatform campaign developed by Droga5 New York includes TV, digital and social and marks a new, emotionally powerful approach to advertising in this space.
Spotify launched in 2008 and quickly became the go-to music streaming service for early adopters in music and tech around the world. Now, with over 24 million active users globally and 6 million paying subscribers, Spotify’s poised to break into the mainstream and show the world what it’s been missing.
The hero “For Music” TV spot (:90 / :60 / :30), which debuts tonight on the premiere of NBC’s “The Voice,” shows the journey of one individual being carried on a sea of people, all moving together as one. This spot speaks to the way music can set you free and unite us all.
The campaign extends through a series of :30 / :15 TV spots and digital and social executions that depict specific moments where music changes everything: a chance meeting, a moment of nostalgia, an impromptu party. Each component illustrates the power of music—to motive us, transport us in time and place and allow us to lose our inhibitions—all while demonstrating a real use case for Spotify.