Radio and Audio > Innovation in Radio & Audio
BABY PROOF SPOTIFY ADS
RETHINK, Vancouver / IKEA / 2021
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Overview
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Overview
Write a short summary of what happens in the radio or audio work.
Parents use white noise playlists on Spotify to help their baby sleep. But for the 156 million (55%) users who don’t have Spotify premium, the nice calming playlists get interrupted with loud ads that wake the baby and create havoc. To keep this peace and quiet, we made quiet, whispery Spotify ads that wouldn't wake the baby. And for parents who were still awake, we shared some quiet messages about IKEA products that would help them get a better night’s sleep.
Translation. Provide a full English translation of any audio.
Ergonomic Pillow
Jonas: (whispering) The white noise is playing and I’m whispering so your baby can sleep.
But you’re still up. What a pain in the neck.
You know how to deal with a pain in the neck?
Ergonomic pillow!
Tap the Shop Now button to find out what ergonomic actually means.
Please outline the innovative elements of the work
The use of Spotify technology was crucial to drive this campaign. The insight relied on the user experience and Spotify’s unique capabilities. We decided to buy all the ad space on popular sleep playlists for babies and create a series of ads that matched the tone of the tracks in the playlist. We created 11 ads, each with unique SFX like whitenoise, raindrops, and ocean waves, and a soothing whispered VO from IKEA’s longtime Swedish spokesperson, Jonas, delivering our sleep message.
Since babies sleep at all times of the day, our goal was to not wake the baby, while positioning IKEA as a sleep expert to thankful parents who were listening nearby. We even gave parents the option to tap on a companion banner and shop IKEA’s bedroom solutions during their rare moment of peace.
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