Spotify® Underground Idea

We’re going to turn every cityscape in Africa into a scannable code that unlocks the sound of that city right then and there. Surfacing the top10 up-and-coming tracks at that very moment from that city.

Transcript

1. 1 Ogilvy Experience x Spotify® September 2020 VERSION 2.0 AFRICAN SOUNDSCAPES
2. 2 Ogilvy Experience x Spotify® PRESENTATION SCOPE Below are a few sections that we use to unpack the thinking: 1. The Insights & The Idea 2. The User-journey 3. The Back-end
3. 01 3 Ogilvy Experience x Spotify® September 2020 THE INSIGHTS & THE IDEA 01.
4. 4 Ogilvy Experience x Spotify® September 2020 DEFJAM AFRICA HAS LAUNCHED. BIG GLOBAL DEALS WITH AFRICAN TALENT HAVE BEEN STRUCK. APPLE IS DOUBLING THEIR EFFORTS IN AFRICA. IN MUSIC… AFRICA IS THE WORLD’S SECOND HIGHEST GROWTH MARKET AFTER LATIN AMERICA. THE AFRICAN MUSIC INDUSTRY IS BOOOOOOMING. INDUSTRY INSIGHTS https://www.musicbusinessworldwide.com/sipho-dlamini-universal-streamings-growth-in-africa-is-already-exciting-but-theres-so-much-more-we-can-do/ https://www.okayafrica.com/amp/apple-music-launches-isgubhu-for-african-dance-music-2650327642
5. 5 Ogilvy Experience x Spotify® September 2020 AS AFRICANS, WE LIVE A BINNEPLAAS CULTURE. WE’RE COMFORTABLE IN OUR BUBBLES AND OFTEN, THE FURTHEST WE TRAVEL IS A SHO'T LEFT TO A DIFFERENT AFRICAN COUNTRY. NOT ALL OF US GET THE CHANCE TO BE BIG IN JAPAN. (COVID’S AMPLIFIED THIS) CONSUMER INSIGHT https://www.businessinsider.co.za/south-africans-are-now-the-most-restricted-travellers-in-the-world-2021-3 https://www.thesouthafrican.com/travel/neighbouring-countries-south-africa-flights-restart/
6. 6 Ogilvy Experience x Spotify® September 2020 THERE’S HUGE EXPOSURE FOR THE ONE’S THAT HAVE MADE IT… BUT IN THE NUMBERS GAME OF AFRICA…WHAT ABOUT THE EVERYDAY UNDERDOGS THAT DESERVE SOME AIRPLAY TOO? CONSUMER INSIGHT
7. 7 Ogilvy Experience x Spotify® September 2020 WITH SO MUCH MUSIC BEING MADE AND PERFORMED EVERY MINUTE… HOW CAN WE SURFACE THE SOUNDS OF AFRICA THAT ARE HIDDEN AROUND EVERY CORNER? THE SOUNDS THAT ARE INTRINSICALLY LINKED TO THE PEOPLE AND PLACES THAT WE ENCOUNTER. THE QUESTION
8. 8 Ogilvy Experience x Spotify® September 2020 AS SPOTIFY WE ALREADY CELEBRATE THESE SOUNDS AND LUCKILY, WE’VE GOT A HANDY CODE TO MAKE THAT EVEN EASIER. ONE THAT LOOKS A LOT LIKE THE CITYSCAPES OF THE MANY PLACES THAT WE VISIT. BRAND RELIEF
9. 9 Ogilvy Experience x Spotify® September 2020 WE’RE GOING TO TURN EVERY CITYSCAPE IN AFRICA INTO A SCANNABLE CODE THAT UNLOCKS THE SOUND OF THAT CITY RIGHT THEN AND THERE. THE IDEA X
10. 10 Ogilvy Experience x Spotify® September 2020 AMPLIFY AFRICA’S UNDERGROUND SOUND SCAN YOUR CITYSCAPE FOR REALTIME PLAYLIST CURATION THE SUCCINCT EXPRESSION
11. 11 Ogilvy Experience x Spotify® THE INSIGHTS & THE IDEA Industry Insight The African music industry is booooooming. Consumer Insight #1 We’re comfortable in our bubbles and often, the furthest we travel is a sho't left to a different African country. We don’t get the chance to be big in Japan. Consumer Insight #2 There’s huge exposure for the one’s that have made it… But in the numbers game of africa…what about the everyday underdogs that deserve some airplay too? Brand Relief As Spotify® we already celebrate these sounds and luckily, we’ve got a handy code to make that even easier. The Idea We’re going to turn every cityscape in Africa into a scannable code that unlocks the sound of that city right then and there. Surfacing the top10 up-and-coming tracks at that very moment from that city. Succinct Expression “AMPLIFY AFRICA’S UNDERGROUND SOUND”
12. 02. 12 Ogilvy Experience x Spotify® September 2020 THE USER- JOURNEY 02.
13. 13 Ogilvy Experience x Spotify® THE USER- JOURNEY It’s pretty straight-forward: 1. Find out about the campaign 2. Visit the WebApp 3. Scan your cityscape 4. Listen to it's Underground Sound
14. 14 Ogilvy Experience x Spotify® September 2020 Find out about the campaign 01. THE USER- JOURNEY
15. 15 Ogilvy Experience x Spotify® September 2020 THE USER- JOURNEY Visit the WebApp spotifyunderground.com 02.
16. 16 Ogilvy Experience x Spotify® September 2020 THE USER-JOURNEY THE USER- JOURNEY Scan your cityscape 03.
17. 17 Ogilvy Experience x Spotify® September 2020 THE USER-JOURNEY THE USER- JOURNEY Listen to it's Underground Sound A realtime curated Top10 Spotify® playlist 04.
18. 18 Ogilvy Experience x Spotify® September 2020 THE USER-JOURNEY Find out about the campaign 01. Visit the WebApp 02. Scan your cityscape 03. Listen to it's Underground Sound 04. A realtime curated Top 10 Spotify® playlist spotifyunderground.com
19. 03. 19 Ogilvy Experience x Spotify® September 2020 THE BACK- END 03.
20. 20 Ogilvy Experience x Spotify® September 2020 GEO-FENCED AD User learns about the campaign. WEBAPP LANDING SCREEN User reads about the detail and decides to participate. WEBAPP SCAN SCREEN User opens the camera-mode and points it in the direction of cityscape to start scanning. WEBAPP CONFIRM CITY SCREEN User opens the camera-mode and points it in the direction of cityscape to start scanning. WEBAPP LAB SERVER WebGL image recognition to confirm city. WEBAPP LAB DATABASE Manually curated artist database per city. SPOTIFY API Latest popular 10 tracks from popular artists surfaced and a playlist is generated. SPOTIFY GENERATED PLAYLIST User is redirected to the generated playlist, ultimately able to listen, save and share. FRONT-END BACK-END THE BACK-END
21. 21 Ogilvy Experience x Spotify® September 2020 FROM WITH LOVE. Copyright © 2020 Ogilvy South Africa Propriety Limited (“Operating Company”). All rights are reserved. This document/presentation contains confidential and proprietary information and methodology belonging to the Operating Company. No part of this information may be disclosed to others, nor may it be used, reproduced, copied or transmitted in any form or by any means, electronic, mechanical, or otherwise without prior written permission of the Operating Company, and this document/presentation must be returned immediately upon the Operating Company’s request.