Spotify Campaign

As part of my Advertising and promotional culture module, I had to produce an advertisement /Public Relations as part of a campaign covering the brand Spotify. From which I produced four wireframes and a landing page.

Creative Strategy

BRAND NAME: Spotify

MAIN MESSAGE: #free the music, Spotify your life.

REASON WHY: Spotify is the only streaming platform that offers free, up-to-date music.

TARGET MARKET: people from 13-25 years old as they are more likely to try and enjoy a free service.

OBJECTIVE: to gather more free subscribers and higher the possibility of monthly paid subscriptions.

INSIGHTS: Younger people find it challenging to listen to free music because there was not a platform that did this before Spotify: they do not want the music to stop every time they leave the app, which is what happens on YouTube.

MEDIA: billboards, posters, magazine insertions and advertorials, digital media and websites.

EXECUTION CONSIDERATIONS: we aim to keep the 'main message' aka slogan in each of our advertisements, use the same design style as the originals, and the iconic brand logo.

How digital Media relates to Advertising

Examples of digital media include audio, video, digital publishing, information, social media and significantly advertising. Digital advertising is a method in which information is remitted to the target market through the internet. Various digital advertising types include pay per click ads, website/mobile ads, and social media ads. Advertising via social media is presently the most prevalent form of advertising as social media enables a brand to meet a specific target audience. As there are over three billion social media users, brands can connect with consumers and increase brand awareness, ultimately expanding profit. Advertising has gradually adapted to digital media as digital media is a cost-effective, responsive method that enables brands to advertise internationally. Digital media enables brands to establish the effectiveness of their advertisements through web analytics. In-app advertising is an effective strategy applied by app developers that receive funds to have advertisements within their mobile apps. This advertising technique is profitable as a subscription is required to receive an ad-free experience. YouTube is a platform where YouTubers earn profit from advertisements; these ads are highly effective as the brand can target their demographics based on the YouTuber's audience. Advertising is practised on websites; banner ads frequently appear on the top, bottom and sides of the screens; these ads are specifically aimed at an individual; for example, if a user has previously visited a website, ads related to the search requests will appear to attempt the user to make a purchase or review the website further. In brief digital media and advertising work collectively well as various profits derive.

Wireframes & Landing Page

The ads consist of a website landing page including five wireframes and an app landing page with five wireframes. The ads reflect the creative strategy as inspiration is attained from the colourful and simplistic pre-existing ads, particularly the colour-contrasting technique. The three colours, green, purple and white, signify the characteristics of Spotify, consisting of being passionate and playful. The ads target individuals aged between 13 to 25 as this age group are most likely to attempt to enjoy a free service. The designs are relevant yet straightforward; Venturing to make the designs appear correspondingly, I found Spotify's website presented the brand with significantly less text; this is demonstrated throughout my designs. Spotify ads are eternally appealing to gaze at, so the big idea 'free the music' stands out. The hashtag's placement is at the centre of attention in a large font. The word 'Free' stands out as our objective is to gather additional free subscribers; large, centred prominent buttons are added to direct individuals to create an account for free. The core values of Spotify include transparency; hence the designs are transparent by maintaining a simple theme while centring the big idea. The slogan 'Spotify your life' is positioned at the corner of the page as this looks professional and adheres to Spotify's design. The execution considerations of Spotify consist of retaining the hashtag, logo, font and style identical, which is what my designs embody.