Spotify: Music for Every Generation.

*Spec work*

Let’s pay attention to the Baby Boomers! Mary Paisley Belk and I collaborated on this campaign that focused on finding a brand that has missed speaking to this generation. We were asked to research, develop insights and strategy, and position a mainstream product in a different way, creating advertisements across media.

Spotify is not all about music, it is about people.

When doing initial market research, we found that the majority of Baby Boomers have the means to download the Spotify app, that they would benefit from the features that the app offers, and that they have heard of Spotify before. However, they are skeptical about the price point of the platform and that it is not a tangible item. The powerful generation is known for its inclination to choice, change, brand loyalty and adaptability giving Spotify the opportunity to reach this often overlooked, yet influential market.

Our challenge is to break the boundaries of their comfort zones and earn the trust of this generation in the millennial brand, Spotify. Our strategy is to get Baby Boomers to understand that Spotify is an easy music streaming platform to use whenever and wherever they want at their fingertips, by reminding though nostalgia that music is a way to connect over artists and albums from past and present generations, because then is now, and all ages should be included and united in the experience that music brings.

Click here to view my full process book and more of the detail behind this campaign.