Zenith has launched a media campaign for SBS, partnering with Spotify to build a customised digital experience to drive awareness to the broadcaster’s SBS On Demand platform, as well as reconnecting with lapsed viewers.
The ‘Demand Different’ campaign, which runs until July, sees Zenith tap into Spotify’s algorithms to curate a custom SBS weekly playlist based on a user’s unique music preferences – allowing the broadcaster to showcase the breadth and depth of its SBS On Demand back catalogue as a streaming destination, while opening up a new world of programs, genres and key sporting events to Spotify listeners.
Zenith Sydney MD, Jonny Cordony, said: “The team at Zenith has worked hard to differentiate from other performance-driven campaigns, and as part of this we identified music as a core consumption opportunity within the streaming community – in fact, the overlap between streamers is huge. By tapping into Spotify’s audience and leveraging its credibility as a global streaming platform, with its customised algorithms, not only could we showcase the breadth of SBS’s content in a highly-targeted way, but also make it easy for Spotify listeners to discover SBS On Demand in a whole new way. We were able to showcase hero programs and hidden gems across various content pillars in a completely customised way, curated based on their music preferences.”
Pieter Manten, Spotify’s regional head of sales AUNZ added: “At Spotify, the breadth and depth of our data and insights offers a level of targeting which is unparalleled in any other audio format, as we are with our 11.9m users every day. The opportunity to collaborate with SBS and Zenith to combine our insights represents a best in class approach to targeting, as we are not only driving new audiences, but creating unique and customised experiences for users across both platforms.”
The campaign focuses on reigniting interest from fringe and lapsed SBS viewers using audience insights to create a customised experience for each unique user. Users to Spotify’s free service are being targeted via audio and display ads across platforms, while its paid subscribers are targeted on social. They are then directed to a Spotify X SBS On Demand microsite where they can opt in to be served a weekly SBS playlist based on their music preferences.