E06. Use of Music Streaming Platform or Video Hosting Service
SERVICEPLAN GERMANY Munich, GERMANY
SERVICEPLAN GERMANY Munich, GERMANY
PLAN.NET Munich, GERMANY
NEVEREST München, GERMANY
SPOTIFY Hamburg, GERMANY
Additional Company 2
DATAMINTS Penzberg, GERMANY
Global Chief Creative Officer
Creative Managing Partner Germany
Managing Creative Director
Luis de Maia
Junior Creative Producer
Why is this work relevant for Entertainment?
Animal shelters attach great importance to any kind of original communication and increased awareness among the wider population. So “Adoptify” was music to welfare officers’ ears. By creatively using data and strong insights we connected with consumers in a relevant way and reached people far beyond Germany. In the end, all promoted dogs were adopted and the adoption enquiries increased by 340%. But the best thing is: Shelter dogs all around the globe benefited from the campaign – because they have more fans than ever. And more chances to find a new owner who shares their love for music.
The Munich Animal Shelter is one of the largest shelters in Europe. In order to raise awareness for hundreds of dogs who are waiting for new owners, we were asked to create a campaign. Considering that some of them have been living in the shelter for many years, we had to come up with an innovative non-classical way to attract attention – with a very low production budget and no money for media.
Describe the creative idea
There is nothing that ties bonds together like music. So when a recent study from the University of Glasgow confirmed that dogs have individual tastes in music – just like people – we felt inspired to initiate a new way of adopting shelter dogs: For the Munich Animal Shelter, we teamed up with the popular music streaming service Spotify to create „Adoptify“, matching shelter dogs with potential owners based on their musical tastes.
Describe the strategy
First, we had to find out the dogs’ favourite genres. The dogs that provoked the most reactions were chosen for the videos. On Spotify, we then targeted users with the same taste in music and matched both through banner ads. That’s how rock fans, electro heads, opera enthusiasts, hip hop addicts and indie pop lovers found their perfect dog. The banners directly led listeners to the website where they could find additional information and get in touch with the shelter.
Describe the execution
The testing of the musical preferences of the shelter dogs took place in the Munich Animal shelter from 29.11.2017 until 01.12.2017. The dogs that provoked the most positive reactions were chosen for the videos.
The campaign aired from 27.12.17 until 25.01.2018 on Spotify Streaming Service, Spotify Web-App and Mobile and included Video and Audio Banner with regional targeting.
Describe the outcome
With 1,85% the performance of overlay desktop banners was many times higher than the usual Spotify benchmark of 1,22%. The traffic on the website of the Munich Animal shelter increased by one third during the campaign period.
With press coverage in over 80 countries worldwide the media impressions amount to 70 Million media impressions which equals 6.5 million € in earned media.
Animal Shelters between Berlin and Bogota want to adapt the campaign. All promoted dogs found a new home. Adoption enquiries increased by 340%. But the best thing is: Shelter dogs all around the globe benefited from the campaign – because they have more fans than ever. And more chances to find a new owner who shares their love for music.