Spotify, the music streaming portal, kicked off its largest ever global OOH campaign recently to bid goodbye to 2016. The hoardings put to use the listener data in a playful way to highlight the most funny and bizzare user habits noticed in 2016. The campaign was developed by Spotify’s own creative team in New York, supported by regional teams from around the world. The ads aggregated strange listenership data of its audience to generate billboards that read: “Dear 3,749 people who streamed “It’s the End of the World As We Know It” the day of the Brexit vote, Hang in there.”; “Dear person who played “Sorry” 42 times on Valentine’s Day, What did you do?” Most ads ended with a sign-off on the bottom that read, “Thanks, 2016. It’s been weird.”
The quirky outdoor ad campaign kicked off on November 28 in the US, the UK, France and Germany. It later released in 10 other markets including Argentina, Australia, Brazil, Canada, Denmark, Indonesia, Mexico, New Zealand, the Philippines and Sweden. The billboards were installed in the respective national languages.