As well as talking about global and political events, the campaign is also super personal. It draws on data to pick out the (often questionable) music listening habits of its users, with tongue-in-cheek commentary for added humour.
A personal favourite is the Justin Bieber-inspired billboard that says: “Dear person who played ‘Sorry’ 42 times on Valentine’s Day, what did you do?”
Other billboards are incredibly localised, mentioning the listening behaviour of local residents, such as: “Dear person in the Theater District who listened to the Hamilton soundtrack 5,376 times this year. Can you get us tickets?”By referencing the surrounding area, it is also effective for targeting and creating a deeper connection with a key demographic.