Spotify turned Sanremo Music Festival into an experience that never ends.
For Italians, Sanremo is the "pop" event of the year keeping all generations together in front of the same show.
Spotify celebrates Sanremo and its power to ignite a real generational clash unique in Italy, capturing the attention of all Italians, even those who are less involved: Gen Z.
We played our part to turn Gen Z into the loudest Sanremo fans by adding an artist to the line-up that they would never expect to see. Even though he wasn’t invited.
Every night during the live show, we aired a TVC with Tony Effe, Gen Z’s most controversial superstar, to sing the most unexpected song: the Sanremo Classic, La Solitudine by Laura Pausini.
"Spotify Trapped" has launched the playlist dedicated to the festival, Sanremo 2022, which in just one week has become the second most broadcast playlist in the world. The 25 songs also gained an audience growth of 66% compared to the previous edition. In addition, 7 tracks entered the global Top 200.
The spot also strengthened the brand engagement of Italians: users expressed surprise and fun online - especially through memes - demonstrating wide involvement.
The commercial has been able to generate buzz online throughout the week of the Festival, becoming a trend on Twitter every time it aired.
Second most streamed playlist worldwide in one week
25 songs in the competition had a listener growth of 66%
7 tracks entered the Global Top 200 ranking