Spotify
“Rock Nacional” is part of the Argentine DNA and Spotify wanted to honor national rock in Argentina by creating special playlists, but first needed to earn users’ respect by demonstrating its expertise of the genre.
We came up with the “Te falta rock” (“You could use some rock”) campaign, a set of assets intended to test users’ knowledge to find real national rock fans. We used popular song phrases with double meanings, playing with the possible wrong interpretations people could misunderstand if they “lack rock”.
We created billboards, digital content, a t-shirt that we sent to different influencers, and a surprise concert with Los Auténticos Decadentes and Vanthra in a popular subway station in Buenos Aires.
We reached 5.2 million people on social media, achieving a great organic response with 125% more mentions compared to Spotify’s other campaigns.
Also, “Rock Argentino” became the most popular playlist among rock fans.