"Young Cece" – Spotify Radio / Online Audio

Spotify wanted to convert South Africans into Monthly Active Users as well as drive mass awareness of the platform. For a relatively new platform in our market, but still a cultural force, we knew we wanted to connect with our audience by honouring their personal expression through music. As people, we present ourselves in different ways to different people, but there comes a time when we just want to be ourselves and expose all our sides freely. 

Spotify has over 82-million songs for us to choose from, to express ourselves in those moments. The insight: A lot of people have interesting music tastes. Ones you wouldn’t normally associate with them mainly because of their age, race, personality, style and their cultural background. But music taste knows no boundaries. To showcase that there's a wide variety of music on Spotify, we tapped into the insight of people being into music genres that defy our preconceived notions – of them and the music we think they'd be listening to. 

About our radio/ audio ad: Meet Young Cece, a 60-year-old stokvel (aka savings society) chairperson who is also (literally) an OG when it comes to spitting hot bars in her downtime and compiling fire playlists on Spotify. Her music taste, thanks to Spotify, will make your jaw drop while she drops the mic. We launched a radio ad as part of an integrated campaign, alongside TVCs, social media and OOH that all focused on flipping assumptions and the “surprise” twist of what someone may be listening to. Our radio ad received the result of a prompted awareness rate of 98%, with 86% brand consideration.

Listen here: