Many years ago, NPR made the discovery that compelling stories can keep people trapped in their cars so they can listen to the conclusion on their radios. And they wisely coined the phrase “Driveway Moments” – a term that instantly became relatable to millions of their listeners.
These “Driveway Moments” has spawned a cottage industry for public radio's largest network. There are now collections of NPR stories that are themed: moms, dads, cats, dogs, love stories, funniest stories, and on it goes.
And now, those wizards at Spotify have had a similar breakthrough. And they've now created a new ad that celebrates how drivers stay in their car to hear the end of a song.
Earlier this week, AdWeek‘s Doug Zanger (yes, he's a former radio broadcaster) wrote a story about this new Spotify campaign with the subtitle: “Brand leverages insight to promote discovery and new playlists.”
Of course, anyone who's worked in broadcast radio for 15 minutes knows all about this – a great song (or morning show bit or powerful interview) can keep you in your car longer than you'd planned.
Here's a look at this new commercial, courtesy of AdWeek:
Zanger calls the ad “incredibly relatable,” noting it “leans into the timeless yet simple idea of sticking around in the car to finish a song…”
And it's a harsh reminder that broadcast radio should have been the ones to create this campaign. As Spotify's global head of consumer and product marketing, June Sauvaget, points out:
“The experience of commuting and listening to music and news in your car is so universal to every driver's daily routine.”
Since the advent of connected cars, every Techsurvey we've produced shows the same trend: Broadcast radio's share of listening in cars is slowly – but surely – eroding, particularly as consumers drive vehicles with touch screens that allow them to pair their phones.
Now, Spotify is hoping to accelerate its in-car progress, not only pitching their product, but as importantly, the emotional, relatable way in which it's used while people are behind the wheel.
AdWeek‘s Zanger believes Spotify is using humor and an ongoing marketing effort to create consistency – something broadcast radio inherently had because it ruled the dashboard for decades.
And just to reinforce its point, Spotify is also launching an outdoor advertising campaign to speak right to commuters as they're looking for something to entertain them on the ride to and from work, errands, or school.
It's all part of a coordinated campaign that goes right at broadcast radio's dominance in the car. We blogged about Spotify's “Daily Drive” product – a personalized product that combines music and spoken word programming for drivers. The blog post was titled “Attention Radio: Digital Predators Are Attacking Morning Drive,” and some readers took exception to my use of the word “predators.”
Sorry, but I think it describes Spotify's game plan accurately. It's one thing for radio broadcasters to rest on their laurels, assuming commuters will always tune in a favorite AM or FM station on the way to work. It's another thing to proactively strengthen radio's in-car tradition.
Sadly, the industry's “prevent defense” is simply allowing Spotify (and others) to gain ground – market share and attention – in radio's most important listening environment. Broadcasters are so wrapped up competing against themselves they are losing sight of the more serious threat upon us.
Spotify is marketing its “Driveway Moments.”
Radio needs to seriously defend its turf.
TY to Mike Stern for the heads-up.
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,200 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the National Radio Hall of Fame in 2018.