Spotify is the market leader for music streaming in Germany. However, the brand is facing growing competition from Applemusic, Deezer and Tidal. The brand was therefore looking for a 360° brand campaign to differentiate itself from other brands in the market and attract new users.

We found that the playlist feature is what separates Spotify from its competitors. It's Spotify's way of curating music and allowing users to discover new artists. At the same time, it allows millions of users around the world to share their favourite music and get creative.

Today there are millions of playlists on Spotify. And we made them the star of the campaign, capitalising on the fact that users get really creative in naming and using them in a playful and fun way. We focused on digital channels and OOH media, running a total of over 140 different hyperlocal and programmatic assets across the biggest German cities.