Spotify - Spreadbeats

The Problem

Media planners and advertisers predominantly perceive Spotify as an audio-only platform, which reflects in their media spend: audio commands just 2% of their budgets. To shift perceptions, Spotify needed to highlight the 2.2x effectiveness of combining video and audio ads on its platform.

The Insight

To capture the attention of media planners, Spotify decided to meet them where they work most—their media plan spreadsheets.

The Idea

Spreadbeats: A first-of-its-kind, attention-grabbing, eye-and-ear-opening experience tailored for media planners.

Spotify transformed its standard spreadsheets into an interactive four-minute music video coded directly into the documents. These custom-made spreadsheets showcased the power of video and audio ads in a format perfectly suited to the audience’s daily workflow.

The Results

• Captured the industry's attention with a Grand Prix in Digital Craft.

• Sparked conversations about Spotify’s dual ad capabilities, reshaping perceptions of its platform among advertisers.

• Spotify proved its message not just in words—but in the language of its audience.