Description of Client
Spotify is a digital music streaming service which enables users to stream music on their devices such as mobile phones, laptops and tablets.
Spotify has 2 types of services. Firstly, there is a free service where users are able to stream their favourite music for free with a wifi or data connection, but there will be short advertisements places after a few songs. Secondly, there is a Spotify Premium service where users pay a monthly fee and are able to download the songs to stream offline, and there are no advertisements so they will be able to listen to their favourite music continuously, uninterrupted.
Objective of Ad Campaign & Budget
Target Audience: Spotify is aiming to target Youths from 18 to 21 years old
Target Campaign Period: April to September 2018 (6 months)
Budget: SGD 250,000 in each medium
Description of Singapore Press Holdings
Singapore Press Holdings (SPH) is Asia’s leading media organisation. It was incorporated in 1984 and have a strong standing in Singapore and Asia.
For the media sector, which is SPH’s core business, we specialise in the publishing of magazines, newspapers (such as The Straits Times, and books in both digital and print version. We also have other businesses such as radio, online classifieds and other digital products.
Description on Proposal for Spotify
We have researched into Spotify and the most suitable medium for advertisement for the target age group of 18 to 21 year olds. We have concluded that the following 2 mediums are the most suitable:
SPH Radio station Kiss92
SPH Outdoor Advertising @ Downtown East
We will be explaining the features and benefits of each of the 2 mediums in the next section
SPH Radio – Kiss92
Description on Kiss92
Kiss92 is a fast growing radio station in Singapore, which targets the younger crowds such as women and families
According to Nielson’s Radio Survey in June 2018, Kiss92 has an average of 579,000 listeners a week, making it the 2nd most listened to English Station in Singapore.
Also, the same survey found that listeners of Kiss92 spent an average of 5 hours and 41 minutes listening to the radio station a week, which is higher than the industry average of 4 hours and 21 minutes.
Benefits and Features of advertising on Kiss92
The theme of Kiss92 is Fun & Energetic, which is similar to Spotify’s goal and the listeners of Kiss92 are the younger crowd, thus suiting Spotify’s target market of youths from 18 to 21 years old.
Also, listeners to the radio station generally do so because they like listening to music, thus advertising Spotify, a music streaming service, on Kiss92 will be able to have better advertisement performance.
Furthermore, Kiss92 Radio Advertising has lower costs compared with other forms of advertisement, thus advertisement can be repeated more times with the same budget, and listeners will more likely remember the advertisement and thus use Spotify.
Radio advertising also has an advantage as listeners are not able to skip the advertisement, thus they will listen to the entire ad, and along with Kiss92’s 579,000 weekly listeners, will be able to get good advertising results.
SPH Outdoor Advertising @ Downtown East
Description of Outdoor Advertising @ Downtown East
Downtown East is a popular lifestyle, recreational and entertainment hub among modern youths and families, located in the east of Singapore.
SPH has 1 Large Outdoor Screen which operates from 7am to 11pm. The outdoor screen has high potential reach as it is strategically located, facing the highly populated traffic junction. SPH also has 10 indoor digital standees which operates for 24 hrs a day.
Benefits & Features of Medium
Downtown East is a popular mall among the youth in Singapore, thus it is suited to Spotify’s target of youths from 18-21
Digital Advertising: The outdoor screen and the 10 digital standees are not static, and is is able to allow for digital advertising, where videos could be played which are more eye-catching than static boards. There could also be sound effects installed so that it can be more impactful. Therefore, this will allow the advertisement to catch the viewer’s auditory and visual attention.
Downtown East has also recently undergone a major revamp, which means that there is higher foot traffic. Downtown East saw an increase of 20% foot traffic since its soft launch earlier in 2018. This is beneficial as it means that the advertisement will have higher potential reach.
Customised Product Solution for Spotify
Kiss92
This is a suggested script for Spotify’s ad:
Time (seconds)
Audio
0:00 – 0:10
Play 2 seconds per song, and play 5 top current songs.
0:10 – 0:18
[Background Music: Upbeat Sounds]
Voiceover: “Want to listen to all your favourite music on the go? Use Spotify Now!”
0:18 – 0:26
[Background Music: Upbeat Sounds]
Voiceover: “Don’t want any ads? Subscribe to Spotify Premium and stream uninterrupted!”
0:26 – 0:30
[Spotify Jingle]
In the suggested script for a 30-seconds advertisement, it highlights 2 of Spotify’s Services, the Spotify Free version and Spotify Premium version. The first 10 seconds is to catch the listeners’ attention as they will be thinking why there are songs playing only for 2 seconds, and they will pay more attention to the advertisement. It also represents the Spotify Premium service, where listeners can play song after song without being interrupted by advertisements.
The advertisement will be played three times a day on Kiss92, twice during the show with the highest listenership on Kiss92, which is ‘Maddy Jason & Arnold in the morning’ (6am – 10am), and played another one time on the 2nd most popular slot, which is ‘On the drive home with Shan Wee’ (4pm to 8pm).
Outdoor Advertising @ Downtown East
On the 10 Digital standees and 1 Large Outdoor Screen at downtown East, speakers can be installed together with the standees, allowing sound effects to be more attention catching.
This is the suggested script for a 45 seconds advertisement:
Time (seconds)
Visual
Audio
0:00 – 0:15
3 seconds clip of top songs’ music videos, and play a total of 5 songs for 3 seconds each
3 second snippets of the top songs which music video is being played on the screen, and a total of 5 songs.
Include a spotify logo watermark at the top right of the screen.
0:15 – 0:25
A young person (that looks 18-21 years of age) using his headphones and smiling while bopping his head to the beat
[Background Music: Upbeat Music]
Voiceover: “Listen to your favourite songs on Spotify anywhere, anytime!”
0:25 – 0:30
The young person suddenly stops bopping his head and looks at phone.
Camera shot on Phone: Screen says ‘Advertisement’.
The person then clicks the ‘Upgrade to Spotify Premium’
Background Music suddenly stops
[Silence]
‘Ping’ sound effect when person clicks the upgrade button
0:30 – 0:40
Person starts bopping his head again and starts dancing too
[Backgound Music: Very Upbeat Happy Music]
Voiceover: Don’t want to be interrupted? Subscribe to Spotify Premium Now!
0:40 – 0:45
Spotify Logo appears, along with the Apple App Store and Google Play logo coming out below.
[Spotify Jingle Plays]
The 45 seconds advertisement and will be played twice per hour on the 10 indoor digital standees, and once per hour at the large outdoor screen.
The script is recommended as it promoted 2 of Spotify’s services, Spotify Free and Spotify Premium within the 45 seconds advertisement. Also, the video with sound advertising will attract the attention of the passer-bys.
Testimonial Case Study