Spotify

… audiobooks, specifically.

The Young Ones Brief:

While a majority of Gen Z’ers choose Spotify, they continue to perceive our platform as a strict music streaming platform. Spotify is looking to change the Gen Z perception of Spotify only being for music.

Find new ways to encourage new and current Spotify users to engage with and discover the world of audiobooks.

The Big Idea: Where does music exist? Where does it play the biggest role and the smallest? What if we replaced it all with audiobooks?

Opening Authors

Touring artists’ favorite authors surprise the audience with a live reading of an opening chapter from one of their books before the first scheduled opener. The poster is displayed on the stage screens giving listeners the chance to purchase the Spotify Audiobook for reduced prices to finish the story at home.

The Elevator Pitch

For one week, Spotify takes control of the aux of the elevators in the tallest and busiest buildings in metropolitan areas, replacing the boring and expected with engaging opening chapters of Spotify Audiobooks.

Print Spreads

Social

Popular musicians host Audiobook Clubs on Instagram Live, reading excerpts from the books that inspired their music. They encourage viewers to purchase and listen to the full audiobook to experience the rest of the story.