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Brief:
Launch audiobooks in a big way by authentically connecting with Gen Z and showing them Spotify is more than music
The Insight:
Audiobook are a personal escape that end in collective conversation
The Execution:
To kick off Spotify Audiobooks, Spotify will be launching a series of billboards connecting quirky communities to a queue of playlists curated to the listener’s interests. Collective escapism then comes to life with a pop-up Spotify Silent Library, where audiobook lovers become audiobook clubbers, connecting with like-minded readers. Audiobook clubbers can continue the conversation post-activation on Spotify’s Greenroom app; sharing stories and plot twists with other readers for an experience that doesn’t end when the book does.