Phase into Classics - Spotify
BRIEF: What steps can Spotify take to ensure that they are the first choice for Gen Z when it comes to audiobooks?
OPPORTUNITY: Gen Z is constantly craving culture from eras they haven’t experienced. A way for them to get hold of that is through books. In fact, 64% say they want to read more classic literature to quench their cultural thirst.
But there’s one problem. As of today, Gen Z and classic literature don’t speak the same language. Which leads to them giving up in the very beginning of the book - missing out on all the culture they have to retrieve.
SOLUTION: To help bridge the gap between Gen Z and the classics - we simply made the beginning of these books easier for the Z’ers to tackle.
Case film:
OOH Billboards:
SoMe: