The Market
Geometry Czech Republic
The Challenge
60% of runners train with music regularly, and it's no surprise they prefer an uninterrupted playlist of Spotify's Premium 'Ad-Free' plan. But Salming Sports, a new brand in the running market, wanted to be heard.
The Idea
Geometry Czech Republic introduced the Salming Sports collection of runner's gear on Spotify Premium – without any interruption. Simply by redesigning the cover art of each playlist, each 'cover' became a product ad. Complete with a photo, description, price, and link to purchase on the Salming e-shop. And by curating the largest collection of playlists based on the type of run and training pace, runners were segmented and targeted appropriately.
Growth
Every time a runner shared their favorite playlist, they shared a Salming ad.
- 0 songs interrupted
- 0 media invested on Spotify
- 27% sales increase
Recognition
- Effie, Shortlist (Low Budget)
- Lisbon International Awards, Shortlist (Online Advertising)
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