Spotify’s global ‘Wrapped’ campaign has hit Australia, with the music streaming giant exclusively taking over QMS Media’s iconic Melbourne Square digital billboards.
For the first time, as part of Spotify’s 2018 Wrapped microsite, there was an option for Australian Spotify Premium users to share their personal year in listening onto QMS’ Melbourne Square billboards outside Flinders Street Station including their photo, how much music they streamed, their top songs, top artists and top genre.
In collaboration with digital outdoor specialists Grand Visual, Spotify had complete creative control of Melbourne Square whereby listener data, copy, colour and imagery is updated and displayed on a twenty second loop.
From Times Square to Piccadilly Circus, iconic billboards around the globe will offer local Spotify Premium users the ability to beam their 2018 Spotify Wrapped onto the big screen. In Australia, this was solely activated by QMS in Melbourne last week.
Steve Bovey, general manager of operations at QMS, said: “We are so excited to be a part of Spotify’s highly anticipated annual end of year campaign.
“Melbourne Square provides the perfect large-scale platform to connect with the local Spotify community in a high-impact way.
Spotify’s global head of consumer marketing, June Sauvaget: “Our annual Wrapped ad campaign is yet again a true embodiment of our leading position as a true platform for discovery.
“Our users have come to expect the year-end Wrapped campaign year after year and are eager to see how their interactions on Spotify connect to what is happening across the global Spotify community.
“At the same time, it serves as a large-scale ‘thank you’ to our listeners for their collective impact in shaping the platform throughout the year, while further solidifying our place in the global cultural lexicon.”
Serena Leith, marketing director at Spotify in Australia and New Zealand, said: “We wanted to channel the extraordinary year that was, and to showcase how Spotify is such a beloved and essential part of our daily lives, indelibly marking these Australian cultural moments, through music.
“We’re excited to have Aussies celebrate with us by sharing their results with each other, and take the opportunity to see their face and their year in music up in lights, outside Melbourne’s Flinders Street Station for this very unique experience.”