How Octopus Hong Kong Used Spotify Ads to Reach Genz and Millennials
Since Innity Hong Kong’s partnership with Spotify was announced in April, we’ve been busy running audio campaigns for various clients and it has been equally exciting to see more advertisers turning their attention to the power of audio advertising!
We’ve recently worked with Octopus Hong Kong to help create awareness on their latest campaign – Take It Easy. In an effort to boost the economy during the COVID-19 pandemic, the HKSAR government rolled out the Government’s Consumption Voucher Scheme where electronic vouchers of HKD5,000 were offered to eligible permanent residents and new arrivals above 18 years. These vouchers were to be distributed through selected service providers – and Octopus was one of them.
The ultimate aim of the campaign was to encourage the general public (specifically those above 18 years old) to register for their electronic vouchers with Octopus. Spotify was seen as an ideal channel due to its huge reach that consisted of a largely GenZ and Millennials on the platform.
The audio ad – a fun catchy song performed by local artists Eman Lam and Ian Chan from Mirror perfectly captured the lively and youthful nature of Octopus’ target audience for this campaign. The ad format used was Audio Everywhere, where Octopus’ audio ad was served between songs during active listening sessions, ensuring that the brand achieved 100% SOV.
Listen to the Audio Ad below!
The campaign was delivered in full and on time while achieving a click-through rate (CTR) that met the industry benchmark. The reach of the campaign was much higher than other campaigns on other platforms and helped increase awareness for the campaign.
If you’re interested in launching Spotify Ads for your brand, or just have questions about audio ads, don’t hesitate to reach our Hong Kong team at firstname.lastname@example.org!