Selling ad space
to the ad savvy
Spotify Ad Sales Europe
Context?
Some of our boldest ideas come with layers. To explore the thinking, craft, and creative decisions behind the work, check it out on desktop - where the full experience comes to life.
Solution
A multi-phase brand campaign...Phase 01 - A series of special builds in key European cities to drown out the noise of everyday life. Phase 02 - An ABM approach to directly target media buyers and get them buying ad space on the Spotify ad platform.
Problem
Despite having one of the most engaged audiences in digital, Spotify needed to better articulate its standout value in the crowded advertising space. Our goal was to equip Spotify's sales teams to clearly and convincingly convey this message.
Big Idea
Noise-Cancelling Advertising - Spotifys intelligent targeting means advertising served to listeners is actually welcomed. It cancels out the noise of unwanted interruption and replaces it with content people actually want to listen to. Which, for advertisers, means all ears are on their ads.
One of the biggest contributors to the noise was advertising.
From TV and radio to digital displays and web ads, audiences had become accustomed to the overwhelming barrage of irrelevant messages, causing them to tune out and control their environment by ignoring ads and filtering out content that didn’t matter.
But tech has empowered people to take control of their surroundings.
This was seen in the rise of noise-cancelling headphones, which reflected the growing demand for personalised, distraction-free listening experiences. People wanted spaces they could shape themselves, creating a world of their own - right between their ears.
What some viewed as noise was often just ill-timed or irrelevant advertising.
Brands that bombarded audiences with the wrong content were ignored, but those that reached people in the right mindset could truly connect. This is noise cancelling advertising.
With Spotify Advertising, your message reaches an audience that's fully tuned in. In a world full of distractions, people instinctively tune out noise. But when they want to focus, they put on their headphones and choose what to hear. This is where Spotify excels, offering brands access to an exclusive, immersive space where listeners are fully engaged, with no distractions. This is noise cancelling advertising.
We wanted to make media buyers aware of Spotify’s advertising prowess and bring to life our ‘noise cancelling advertising’ idea. So we conceptualised a series of special builds we called ‘Noise cancelling oasis’ – refuges from the hustle and bustle of busy city life – and the relentless (and un-personalised) advertising that comes with it.
Selling ad space
to the ad savvy
Spotify Ad Sales Europe
Problem
Despite having one of the most engaged audiences in digital, Spotify needed to better articulate its standout value in the crowded advertising space. Our goal was to equip Spotify's sales teams to clearly and convincingly convey this message.
Big Idea
Noise-Cancelling Advertising - Spotifys intelligent targeting means advertising served to listeners is actually welcomed. It cancels out the noise of unwanted interruption and replaces it with content people actually want to listen to. Which, for advertisers, means all ears are on their ads.
Solution
A multi-phase brand campaign...
Phase 01 - A series of special builds in key European cities to drown out the noise of everyday life.
Phase 02 - An ABM approach to directly target media buyers and get them buying ad space on the Spotify ad platform.
Context?
Some of our boldest ideas are hiding in plain sight. Click the ‘Extra Context’ button wherever you see it to uncover the thinking, craft, and creative decisions behind the work.
Because at unboring, the why is just as powerful as the wow.
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