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Team members~ Elijah Callahan, Kerwin Williams, Joshua Henry, Harmony Collazo, Dario St Fleur, Marc Antoine

THE LEAGUE OF ADVERTISEMENT

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Overview

Challenge: To raise awareness and promote the benefits of Spotify premium.

Objective: To target teens who have a high influence in family lifestyle and parents that want to bond with their children.

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Consumer profile

Parents and teenage children

Enjoy quality bonding time (trips, cookouts, events and amusement parks.)

“Apple doesn’t fall far from the tree”: parents tend to pass their musical preferences to their kids.

We primarily aim towards children, mother's ,father’s, and those who love listen to music. We want to be able to find families who love making memories. Our goal is to make them feel like they are still part of their children generation, regardless how old they are.

Our target has to enjoy going outdoors and enjoying time with their families. Children usually become really attracted to what his/her parents listen to as a result if them growing up listeming to those songs. One way to prove that to the children we going to display based on family bond that had be created through listen to music. We will advertising on social networks, television, as well as on billboards, trains, and buses to try to reach targets that enjoy using their phones and the computer and those that enjoy going outside as well.

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Spotify currently has approximately 100 million listeners

Statistics

As of March 2, 2017 spotify has reached 50 million paid subscribers, woohoo!!

52% of spotify users listen through mobile devices

55% of users link spotify with their facebook account ( way to reach target)

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Parents and teens aren’t that different

Teens today believe that their parents are old and out of style, when they actually aren't. Music today is similar to the music of older generations which can be used to connect families.

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Our strategy for this campaign is to make parents feel young again by using a series of advertisements. These advertisements will illustrate connections between parents and teens spending time together while bonding over music from past generations and the generations of today. It will show that music connects generations whether it be old or new, it's all about the music.

Strategy

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Slogan Plan

“Stay Forever Young with Spotify.”

Our goal is to bridge parents time period with their children's. The best way to do that is through music that they listen to and the music their children grow up listening to, since music is a reincarnation of itself through time. By choosing this slogan we will make the parents feels like their youthfulness is still alive.

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We will be advertising across platforms such as Facebook, Instagram, Twitter, Snapchat and Instagram because these are the social networking sites that our targets use.

Media Plan

We’ll also commercials on television during shows such as Jimmy Kimmel who is a star from fox tv, and youtube videos like makeup and hair tutorials also gaming videos.

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Creative

Our ideas include:

For our first commercial idea we are using families from different backgrounds listening to music during different events and occasions such as on the beach, in a car, and cleaning

Our second commercial shows an adult listening to forever young and while listening to the song he will have flashbacks to his childhood

A billboard ad

A Train/Bus Ad

Online Hashtag takeover

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Billboard ad & Train/Bus Ad

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Billboard ad

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Train/Bus Ad

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Commercial Number 1 & 2

Commercial I: “Vibe anywhere” A family enjoying their music. The camera will be focused on the phone as a woman selects a song on their spotify family plan.

Commercial II: “Forever Young.” Another family listening to a song as the parents are enjoying it. The original song being played by the parents transitions into the current song that sampled from it and then has the children now enjoying the song.

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Comercial Number 1

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Comercial Number 2

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Brand Partnerships

We can partner with 2K Sports to create an exclusive playlist that players can listen to during the game. Spotify can also offer free VC for players that listen to spotify for mass amounts of time
Spotify can also partner with Planet Fitness to encourage family exercise. The more families exercise, the more free months of Spotify Premium they’ll recieve.

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BUDGET : 5MM

Commercials - $342,000 x2

Train/Bus Ads - $510,000 x2

Billboard - $1.1 Million

ESPN - $400,000

Jimmy Kimmel - $20,240

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Final Overview

Our campaign for Spotify serves the purpose of reinvigorating the past of our listeners by listening to music from their childhoods. While also improving relationships with one another as we bond over music.

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Thank you!

Lastly, we’d just like to say our thank yous

We’d like to thank Bennett Bennett, May Baraakat, Mr. Al, Mrs A. Michelena, Of course our amazing host company Spotify, and each other. Without all these people, this would have never happened. Thus we thank you all for the opportunity, and we thank our audience for listening.