Spotify target is focused on GenZ mainly, but during Christmas time it can be considered wider. Because every Spotify user deserves Christmas wishes.

The challenge was to reach a wider target (25-40 y.o.), surprising them below the social media network and wishing them all through traditional media, such as newspapers.

So, we placed a Spotify Code on one of the most popular and purchased Italian newspapers, Corriere Della Sera, creating a bond between online and offline.

The idea has at its core the Spotify Code, one of the most trending features on social media nowadays.

Spotify turned this code into an interactive key visual (Christmas Tree's shape) and placed it in one of the most popular and purchased Italian newspapers: Corriere Della Sera.

By scanning it, just as a QR Code, you can access the Spotify Platform and listen to the Christmas Playlist "Natale Italiano", full of Italian Christmas songs.

The campaign has worked on the awareness of the brand by taking the opportunity of Christmas to wish everyone happy holidays, but it also had the aim of converting as many audiences as possible, bringing it to the Spotify Christmas playlist with an engaging and interactive mechanic that gave people the opportunity to “play” with the activation of the brand, also increasing its memorability.

Spotify decided to spread wishes by turning its iconic code into a Christmas tree and publishing it in one of the most-read newspapers.

By scanning it people could listen to the most streamed Italian Christmas playlist.

In December 2021, Corriere Della Sera (including paper editions on newsstands, paper subscriptions, and digital copies of the newspaper) recorded a total daily sales of 255,129 average copies per day.

The "Natale Italiano" playlist gained + 12% and + 600% daily listeners in December Vs November, peaking in the week of publication of the page.