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Regional focus key as Spotify launches “Listening is Everything” campaign in Saudi Arabia and Egypt

Music is all we need

Today listening is more important than ever before – it’s how we connect with each other, get perspective and discover more about ourselves.

With this in mind, Spotify is introducing its hyper-localized version of “Listening is Everything” global campaign, celebrating the power of music and how it inspires and connects users to the world around them in the playful and light-hearted tone Spotify is known for.

The campaign is the biggest of its kind from Spotify and lands in Saudi Arabia and Egypt with the insight that listening to music brings new layers to life and makes you feel better.

“Listening is Everything” includes a series of digital videos featuring a wide variety of regional artists from the iconic Warda to rising star DJ-MK, and highlights how there is music for every situation and that is what keeps 300 million listeners coming to Spotify for more. The campaign will run across social, digital and OOH with the latter geo-targeted on the basis of districts, and important traffic intersections, with song titles that depict relatable life situations and local cultural nuances.

Additionally, “Listening is Everything” includes a series of short digital videos where engaging characters turn to music to rise above relatable yet awkwardly funny moments. From a henna mishap at a bachelorette party in Egypt, to a dog causing havoc during a social gathering, and a desert tent fail in Saudi, Spotify’s message to Arabic music lovers is clear; no matter what you are going through, music is all you need.

Commenting on the launch, Sara Milionico, Head of Consumer Marketing – Middle East & Africa for Spotify, said the new campaign is about representing the platform for what it really is, “‘Listening is Everything’ brings to life the integral role that music plays in our everyday lives – whether it’s streaming your favourite song to express your mood, get motivated or simply have fun.”

“The new campaign reinforces how Spotify fits into our lives through the availability of 60 million songs, from the latest to the classics, alongside access to 4 billion playlists, seamless integration across apps and hardware, and the best part is you can listen to music for free.”

Certain to grab attention as a show-stopping centrepiece to the Saudi Arabian aspects of the campaign is the outdoor display in Jeddah where the biggest LED display in the world, on the King Road Tower, will project the campaign creative with a focus on current artists.

The agency was FP7 McCann.