Australian agency Eleven has launched campaign for the streaming giant’s latest product. Just Add Spotify– a website that plays a series of specially tailored playlists designed to help motivate people through mundane tasks, deal with complex emotions and contemplate the world around them. Designed to highlight the varied roles that audio plays in everyday life, the playlist is segmented with titles such as 'Why can't I get to sleep?' and 'What's going on in the world?' “We have deep insights about our audience, and we used these insights about real life, and the real-time behaviour of using ‘search’ as a tool to help with life’s small or large challenges, to create a campaign that aims to elegantly provide some aural assists to the most common challenges facing our audience,” says Serena Leith, Spotify Australia and New Zealand’s director of marketing.

Just add spotify campaign celebrates aural diversityDevon Divine (2018)

With an ever-expanding range of audio-streaming platforms accessible to users both on-the-go and at home, people are looking to audio to both accompany them in increasingly diverse situations and aid them in achieving a wide variety of goals. A study carried out by Spotify on the listening behaviours of Aussies aged 30 to 45 years old revealed that they were seeking entertainment (63%), inspiration (31%) and education, (27%) which not only informs the division of playlist topics, but their content too. With people pushing for products and services that express their individuality, brands such as Spotify are investing millions of dollars in podcast production in order to meet the growing demand for audio-based entertainment.

Lucia Seoane-Pampin is a behavioural analyst at Canvas8, which specialises in behavioural insights and consumer research. Born and raised in Spain, she loves experiencing different cultures and emotional expressions. She studied psychology and communications in Boston and has a master’s in digital & visual media.