Browsing Tag

out-of-home

Guest

So We’re Spying on You…. But is it Really All THAT Creepy? – Spotify’s ‘Thanks 2016, It’s Been Weird’ Campaign

October 6, 2017

Guest Article By: Michael Swanton

 

By now just about everyone under 90 is aware that the platforms and social media that they use are tracking as well as recording their data and selling it to devious marketers. That’s why that ad for a Cuban vacation won’t stop following you.

But is it really as creepy as it seems? One of my all time favourite campaigns was Spotify’s “Thanks 2016.. It’s been weird”. It totally breaks the stigma and provides a clear example of what marketing ought to be. The concept is simple yet genius, Spotify’s CMO Seth Farbman put it best when he commented on it saying “Utilizing data from listeners led to the idea of reflecting the culture via listener behaviour”.

So Spotify went global putting up massive billboards and trolling local audiences about their listening behaviour, some classics include: “Dear person who played “sorry” 42 times on Valentine’s day, What did you do?” Or better yet; “Dear person who made a playlist called “one night stand with Jeb Bush like he’s a bond girl in a European casino… We have so many questions.”

Spotify also managed to make witty yet insightful comments on popular culture during some of the of the most tumultuous and polarizing times this generation have seen. Comments like “Dear 3,749 people who streamed “It’s the end of the world as we know it” after the brexit vote, Hang in there.”

It’s almost as if the brand is engaging in a literal one on one conversation with you, and they’re pretty damn funny. They took the spirit of the moment and literally said what everyone was thinking… on a 42 foot billboard. This unique style gives the impression that Spotify knows us but stays within the bounds we are comfortable with, never mentioning any names, only commenting on funny and universally relevant insights. The way marketers typically use big data to follow you around the internet with pop up ads, or attempt to sneak in your social media feed has become transparent and tacky. But Spotify’s up front and in your face comments make way better use of this information, by relating to its users in an individual fashion and commenting on their quirks. It isn’t so creepy if they’re just trying to get to get to know you and crack a few jokes.

Spotify nailed this one, the fact that they “showed their hand” while playfully teasing their audience about their most private moments took serious marketing tact and poise. The copy was written in a tone that reminds you of funny twitter memes, or the way that a close friend might bust your chops. And this is what makes the campaign so genius, and a perfect example of proper marketing. Using listener data to mirror the culture to itself and communicating with the audience the way they communicate with themselves literally makes Spotify seem like they’re “part of the squad”, it makes the stigma around big data seem overblown and clarifies that that’s just how they know us. Not only that but it’s also how they can relate to us.

The campaign humanized Spotify as a brand, and got us to laugh at ourselves. It’s a risk to tease your audience, admit you know them a little too well or make political comments but that’s exactly what you would expect from a friend who knows you. And that’s why this is an exemplary example of marketing, they proved they know us implied that they accept us and made us feel as if they were one of us. What if the brands you use continue to try to become your “friend”, would you mind if Nike starts trolling on your Instagram photos if you rock Adidas?

 

Michael is a University of Toronto Digital Enterprise Management student, Freelance E-commerce solutions specialist, web designer and digital marketer. When he isn’t plotting on his next business moves or trying to sell you something, he’s at the gym at ungodly hours or making great memories with great friends. Check him out on Facebook, Instagram, LinkedIn, and Snapchat @mswanton1

Guest

Out of the Home & Into the Sky – The Future of Global Outdoor Advertising

March 18, 2017

Guest Article by Courtney Cullen

It’s 2017 and the opportunities are endless for marketers when it comes to reaching the consumer with strong, impactful brand messaging. As people are spending a larger fraction of their day out of their homes and becoming more mobile, marketers have had to become more creative in finding ways to reach and engage with consumers who are on the go. When used strategically, ‘Out of Home’ advertising can be a powerful and relatively cost effective tool.

‘Be where the consumer works, lives and plays.’ -Brent Barr, Marketing Prof

Today, with the help of advancing technologies the medium boasts more than just billboards and transit posters. We’re seeing growth in city smart technology through the use of digital boards, live data, responsive and personalized ads, and 3D specialization. Digital outdoor advertising has opened new doors allowing brands to further hypertarget within niche markets, and as these opportunities are increasing so is the ad spend. In Canada alone, ad spend is set to increase from an estimate of 760 million Canadian dollars in 2016 to 892 million dollars by 2019. So what’s next for the oh-so-promising OOH ad?

There’s a new player in the game. Lightvert LTD is a start-up U.K based media technology company, making waves and sparking global conversation about the recent development of ‘Echo Technology’. Founded by Daniel Siden, an American engineer and entrepreneur, Lightvert LTD came together with the help of a team composed of some of the world’s leading experts in Laser Imaging Systems, and Reflective Optics. Echo Technology will allow advertisers to project hyper-scale digital ads up to a sizeable 200m in height, that will stretch across the city skyline.

This new augmented technology will allow for marketers to step into the world of the untouched, most desirable areas of the city without the need of a standard billboard, and will be rented for less than half the cost of premium boards. It will capitalize on the power of just light and reflection to cast an image into the eyes of the city goers. After seed-round funding has closed, Lightvert LTD plan on launching and operating these installations throughout areas of Europe, North America and the Middle East.

Advertising sprawl in the city sky, what’s next? OOH advertising sees endless possibilities! Whether we like it or not, it’s a technological era we live in and new developments are constantly in the making. As we spend a great portion of our day outside, and commuting around the city, marketers have recognized the opportunity in taking advantage of these spaces. Companies like the new Lightvert LTD are determined to push the barriers.

I have a feeling that the future for OOH is bright, Echo bright! You heard it here first!

 

Courtney is currently finishing up her diploma in Marketing and Advertising Communications at Humber. She plans on working within a creative agency role, and then starting her own business. She has a creative mind and excels in writing, drawing and photography. She currently takes on the role as copywriter, and loves the brainstorming process.  A quote she lives by is, ‘Art is anything you can get away with’ -Andy Warhol. You can contact her at Courtcul89@gmail.com for any inquires, and follow her on Instagram.