The advertising and marketing industry keeps progressing, and it only challenges us to be more creative and original with new ideas. For the past decade, some ads have motivated, moved, or even changed our perception of the world. In this blog, we’d like to reflect on the impact they have left and discuss three marketing campaign examples that carry important messages and show creativity in the process.
Spotify – #2018Goals
Agency: Spotify’s in-house agency
Each year in December, people get overly excited for one thing – and no, it’s not Christmas – it’s Spotify’s end-of-year holiday campaign!
In recent years, Spotify has successfully increased its brand awareness by launching creative data-driven campaigns that attracted public attention. The campaign was created in-house with the Spotify creative team, along with the help of their regional teams worldwide. Spotify first analyzed the data of their 2017 listeners and used those numbers to create 2018 goals.
Seth Farbman, CMO of Spotify, told Creativity: “There has been some debate about whether big data is muting creativity in marketing, but we have turned that on its head.” Additionally, the Cambridge Analytics incident made the brands and the general public avoid discussing user data analytics. Nonetheless, Spotify turned it around and used this opportunity to build trust with their customer by being transparent and reveal data in a hilarious yet clever way without harming the brand name. The results show the number of subscribers increasing each year, and by the end of 2019, Spotify had over 100million premium listeners on its platform.
Metro – Dumb Ways to die
Agency: McCann Melbourne
Without exaggeration, this marketing campaign has become a national anthem for all the transport commercials out there. In 2012, McCann launched the campaign ‘Dumb Ways to die’ to make people pay attention to the safety around the trains, which then led to its global success. Through sharing on social media, the ad generated about $50 million worth of global media value, and nowadays, it has over 180 million views on Youtube. Later, it went to become a mobile game to make learning about safety more entertaining and engaging. Watch the campaign video here.
Stabilo Boss – Highlight the remarkable
In 2018, pens and stationery company Stabilo launched a campaign highlighting (literally) women who left a mark in history as being ‘remarkable achievers’.
The message of this campaign was to bring attention to women who were overlooked by society and to raise equality issues. The advertising agency DDB chose three historical pictures and highlighted women in each picture with the Stabilo highlighter.
The campaign went viral on social media platforms collecting over 10 million impressions and won an award at the Cannes Lions International Festival. The campaign is still active, and people want Stabilo to extend the campaign and add more women to the list.