Australian creative agency Made In Katana has been enlisted to work with leading music streaming service, Spotify, as an ongoing preferred partner to produce interactive advertising experiences.
The team has delivered a number of successful campaigns together – Disney Marvel’s Doctor Strange, Optus’ Sound Of The Suburbs, and Spotify’s partnership with The X Factor Australia – as well as delivering a market-first for Spotify Australia’s own ‘When You’ Winter advertising campaign.
The campaign utilised API integrated ad units from which the audience could access imagery, song lists and 30-second previews of tracks, as well as being able to sample entire playlists before clicking through to the Spotify platform. This was the first time that API integrated ad units had been used in the ANZ region.
Most recently, Spotify and Made in Katana teamed up on the Volkswagen and Beats Electronics campaign to promote the limited edition premium audio ‘Polo Beats’ vehicle, the success from which has sparked a relationship that has Spotify routinely pitching campaigns to VW, with Made In Katana in control of the project development.
Made in Katana’s marketing director, Laura Byrne, said of the partnership, “The audio streaming landscape is experiencing a really explosive period of growth and innovation, with Spotify the market leader in this space. We’re thrilled to be their preferred partner to deliver cutting edge ad solutions for clients across Australia.”
The full potential of interactive, consumer data- driven advertising has hit its stride recently, and Spotify and Made In Katana’s partnership punctuates both companies desire to be pioneers in this rapidly evolving space.
“Made in Katana have been producing great work with us recently, creating unique and exciting experiences for clients that drive solid engagement amongst our music-loving audience. We’re looking forward to what’s next,” added Matt Bryant, client creative lead at Spotify Australia & NZ.