SMP: The sound of whats Next
Product: Spotify App
Target Audience: Trend conscious Gen Y and Z
Context:
Spotify is the largest music streaming service in terms of users. The brief was about convincing Gen Y and Z that Spotify is the best place to hear new music and find upcoming artists. Spotify’s competitors all had features that gave them more acclaim to this title. Spotify Pets (S-PETS) are similar to Tamagotchi in that they are characters that users can customise and level up by listening to music, giving people a reason to search for new music on Spotify.
Instagram Notes Updated UI to include S-PETS:
Bluetooth Speaker with Display screen:
Instagram Launch Reel:
Script:
00:00:00 Notes: upper body shot of celebrity.
VO: Yo, It’s KSI here and I’m proud to announce
00:03:45 Notes: Artist pulls phone out of pocket
VO: Spotify Pets!
00:04:45 Notes: screen cuts into animation
VO: Spotify Pets, Are digital avatars that grow and evolve as you listen to more music on Spotify.
00:14:45 Notes: XP bar fills up
VO: Like my single “Thick of it”. see how the xp bar goes up as you listen to more new music.
00:21:00 Notes: XP bar when feel flashes and character gets bigger.
VO: And when your character levels up they evolve and you can unlock cool new items.
00:28:00 Notes: phone screen pops up to show the “UI”
VO: Completing weekly missions like listening to “20 new songs” unlocks points, items and extra rewards.
00:28:50 Notes: Flash through different avatars
00:29:00 Notes: Flash through different avatars
00:29:50 Notes: Flash through different avatars
00:35:00 Notes: Cut back to artist
VO: With the launch of Spotify pets, users who share their avatar and cool new songs they’ve found will enter a competition.
00:39:00: pulls out device from pocket
VO: To win rewards like this cool limited edition speaker that can display your pets.
00:41:50 Notes: Cut to close up of device
VO: Spotify pets, the living catalog, that evolves with your catalogue.