Vivo launches an exclusive partnership with Spotify, bringing music to the main outdoor media formats in cities. It works like this: at selected OOH points, Spotify Codes (a special code quickly accesses content on Spotify) will be applied to Vivo’s summer campaign visuals and, when scanned by cell phone cameras, will direct users to playlists with a selection of songs that are trending on the platform.
With an outdoor media strategy designed by Galeria.ag, this action is unprecedented in Latin America, having been worked previously only in the United Statesand will be present in the main airports in the country, in the main capitals and in the most popular destinations during the vacation period.
Marina Daineze, director of Brand and Communication at Vivo, comments:
“We’ve joined our 5G with the world’s leading audio streaming platform in an unprecedented partnership for people to enjoy the most listened to playlists on Spotify during the summer.”
To complement the action’s strategy, the playlists released on the out of home will be sponsored by Vivo within Spotify during the campaign period, one of them being “Top Brasil” – the 5th largest Spotify playlist globally, which was also the sixth most listened Spotify playlist in the world and the first in Brazil in 2022 – and the dissemination of spots within the platform inviting users to listen to these music selections. In addition to this special project, the brand will broadcast in other dozens of outdoor media outlets throughout the country several images showing unique moments that only summer provides in people’s lives, with the signature “Live the best of summer – Vivo 5G” created by the agency Africa.
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