Project 05 · The ONE School · 2022
Spotify · Data-Driven Storytelling
Why would anyone change a habit
that works fine?
The brief · OOH · Radio · In-App · 5 executions
Spotify · Your Daily Drive
§01 · The brief
Make every drive a Spotify moment.
Spotify already built the product: Your Daily Drive, a playlist of music and podcasts made for commutes. The target, 25-to-34-year-olds, weren’t thinking about Spotify in the car. Radio was the default, not the preference.
The Job:
Get them to reconsider a habit they’d never questioned, using Spotify’s own data as the creative engine.
from the brief:
40% of all music listening in the US happens in the car. Americans spend 70 billion hours behind the wheel every year.
Get people in the US to think about listening to Spotify in the car.
§02 · The insight
Chaos
Traffic. Bad drivers. Parking spots that don’t exist. The drive is one long series of things completely outside your control. Every commuter knows this. Nobody’s pretending otherwise.
70B
hours behind
the wheel.
Americans spend 70 billion hours driving every year. Most of that time is spent listening to whatever a radio station decides to play.
You can’t control the drive.
You can control what’s playing.
§03 · The idea
Give them
the one thing
they can control.
Driving is full of things outside your control, like traffic, other drivers, finding parking. Spotify is the one part of the drive that’s completely, specifically yours. The campaign takes every frustrating thing about driving and reframes it: you can’t control that, but you can control this.
§04 · The campaign
The drive is yours.
Every execution follows the same structure: name something about driving that you can’t control, then flip it. You can’t control the traffic — but you can control the jams. You can’t control the parking — but you can control the soundtrack. The data stat at the bottom of each ad grounds the idea in something real: Spotify already knows how many people are doing exactly what you’re about to do.
The campaign runs across three OOH executions, a radio spot airing on the exact medium it’s competing against, and a push notification that arrives at peak commute hours.
§05 · The Executions
Three things you can’t control.
One thing you can.
01
OOH ・ Highway Billboard
The Traffic Jam
You can’t control traffic.
But you can control the jams.
723,000 “Traffic Jams” playlists on Spotify. Take your pick.
02
OOH ・ Street-level poster
The Parking Spot
You can’t control finding a parking spot.
But you can control the soundtrack while you look.
2.4M Spotify users listened to a “Parking” playlist.
03
OOH ・ Ubran placement
The turn signal
You can’t control drivers who won’t use their turn signal.
But you can tune them out.
1.3 “Road Rage” playlists on Spotify. We get it.
§05 · CONTINUED (MORE Executions)
Radio. In-App.
Same idea, different medium.
04
:30 Radio Spot
Airing on
the competition.
The spot runs on terrestrial radio, the medium Spotify is replacing. It acknowledges where the listener is, calls out the situation they’re already in, and hands them the one thing that would make it better. The medium is the argument.
:30 · Commute
VO
Right now you’re stuck in traffic. Someone cut you off about three
minutes ago. You’re going to be late.
VO
You can’t control any of that.
VO
But you’ve been sitting here listening to whatever this radio station
decided to play. And you didn’t have to.
VO
Spotify. The drive is yours. The music should be too.
SFX
Music fades in.
05
Push Notification · In-App
Before they
reach for the dial.
A push notification fires weekdays at 7–9am and 4–7pm — peak commute windows. One tap opens Spotify directly to Your Daily Drive. The goal: intercept the radio habit before it starts, in the exact moment someone is about to get in their car.
