Branding
Keeping the same treatment and the original Spotify logo, Spotify memory includes a bright color palette that we have previously seen in other Spotify products like Spotify Wrapped.
Keeping the same treatment and the original Spotify logo, Spotify memory includes a bright color palette that we have previously seen in other Spotify products like Spotify Wrapped.
Context
Several studies have shown that audio invites a strong emotional response, which in turn sharpens memory formation. Spoken words filled with emotion, are often better remembered.
Insight
The use of audio to share personal experiences with friends and family has become increasingly popular in recent years, but the audios disappear quickly or get lost in endless messages making the memories fleeting, and often lost forever.
Idea
Create a platform where all the memories that you shared via audio are stored in one same place.
Execution 1: The Product and The Plugin
The user is able to access to Memories, a new type of content within Spotify that coexists with others like Podcasts or Playlists. When filtering by Memories in Library, the user has can access to their audio collections. The user can also Add audio, importing it from their phone.
Once clicking into the audio collection Girls Group, there is one audio called "My family dinner was a nightmare."
When clicking on audio, we can see "Soundtrack," a feature with which Spotify allows to link any audio to songs that have a meaningful relation with the memory told in this audio.
The Plugin refers to the export option that would be integrated with messaging and audio sharing apps like WhatsApp and iMessage, allowing the user to automatically save to their Spotify memory account an audio once sent or received.
Execution 2: The Video Ads
Audios we all have received (and/or sent) at some point.
Execution 3: The OOH
Celebrating very long audios!
Execution 4: The Social Activation
With the hashtag #FailsForEveryone we will encourage people to participate by sending the most unexpected and random (and fun!) audios they can think of.
Execution 5: The Interactive Ads
Favs from the campaign #FailsForEveryone will be featured in these very unique interactive ads that would be arounds the city and in the subway.
Execution 6: The Physical Memory
In partnership with Voice Express and their Mini-Me voice recorder, we will provide a special Memory box edition where people can bring one of their fav audios to life!
It was a team effort!
Thanks to the best mentor ever Alyssa Gaddis, and fellow Droga5 student Aurola :)
