In love with the 80’s.
Spotify is the most powerful music streaming platform in the world, and its the platform that gathers most of the forty year olds.
As an optician wanting to target them, we made one simple choice. Dig into Spotify’s data in order to identify what musical genre forty years olds listen the most to, and search for the the tracks that will remind them of their good old days. This data revealed one really meaningful insight : 4 out of 5 80’s hits are listened to by forty years olds on Spotify. And within all those 80’s tracks, there are some that are listened to by forty year olds only.
Knowing that, the idea was to create the first musical triggered audio message, driven by an innovative targeting : not age, not socio-economic personas, but music only.