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Category
Audio
Annual ID
OS25_BE051M
Background
In today's digital era, where consumers wield unprecedented control over media consumption, traditional radio advertising faces challenges amidst Spotify's dominance. Interruptive ads risk being ignored or skipped, failing to captivate audiences. The goal is to craft a smoothly integrated and captivating advertising experience within music streaming. This involves seamlessly integrating product mentions into songs, enhancing rather than disrupting the listener's enjoyment. With over 500 songs mentioning Budweiser in their lyrics, the aim is to grasp attention, boost Budweiser's recognition, and leave a favorable impression without detracting from the music. Objectives include smoothly integrating content relevant to user interests, heightening Budweiser awareness through strategic song placement, fostering positive Budweiser associations, and ensuring global relevance and cultural sensitivity. This advertising evolution aims to redefine audio and radio marketing by providing an immersive experience while effectively promoting Budweiser products.
Creative Idea
By leveraging music as a dynamic tool for brand communication and engagement, this project revolutionizes traditional advertising paradigms. With a bold move, the brand incorporates over 500 songs mentioning Budweiser into Spotify ads, positioning music as the driving force of the campaign. Advertising can be both compelling and seamlessly integrated into the user experience without disruption. Through the smooth incorporation of songs into Spotify playlists, the campaign cements music as the cornerstone of the strategy and ensures uninterrupted listening experiences. This innovative approach not only captivates listeners but also authentically reinforces the brand's identity and values. Ultimately, by strategically harnessing the power of music, this project enhances brand visibility, forges lasting connections with audiences, and fosters unwavering brand loyalty, all while prioritizing user enjoyment.
Insights & Strategy
Recognizing the universal allure and emotional resonance of music, the insight underscores its effectiveness as a medium for brand communication. This is further emphasized by the discovery of over 500 songs on Spotify containing references to Budweiser in their lyrics, highlighting the issue of audience interruption by unwanted ads during playlist enjoyment.
Leveraging this insight, the strategy unfolds. Rather than opting for traditional commercial spots or jingles, a new approach is adopted. Songs featuring Budweiser references are carefully selected and smoothly integrated into playlists, ensuring a harmonious blend with the music to preserve the listener's experience. This innovative strategy capitalizes on music's emotional connection to foster authentic branded content. Key components include collaborative efforts with musicians, strategic placement within popular playlists, and the crafting of tailored messaging to target specific audience segments. Furthermore, the process is underpinned by data-driven measurement, facilitating real-time optimization for maximum impact.
Leveraging this insight, the strategy unfolds. Rather than opting for traditional commercial spots or jingles, a new approach is adopted. Songs featuring Budweiser references are carefully selected and smoothly integrated into playlists, ensuring a harmonious blend with the music to preserve the listener's experience. This innovative strategy capitalizes on music's emotional connection to foster authentic branded content. Key components include collaborative efforts with musicians, strategic placement within popular playlists, and the crafting of tailored messaging to target specific audience segments. Furthermore, the process is underpinned by data-driven measurement, facilitating real-time optimization for maximum impact.
Execution
The execution of our campaign is a masterful orchestration of meticulous planning, strategic launch coordination, and continuous optimization aimed at delivering maximum impact. With a treasure trove of over 500 songs weaving Budweiser into their lyrics, we strategically place them within playlists, employing targeted promotion to precisely reach our desired audience segments. This campaign isn't just a local affair; it's a global sensation, adapting effortlessly to regional tastes while leveraging scalable infrastructure for flawless execution and meticulous tracking. Through this comprehensive approach, Budweiser effortlessly integrates its brand mentions into songs, captivating audiences worldwide and propelling our brand to unparalleled heights of global awareness.
Results
By turning songs with "Budweiser" in the lyrics into Spotify ads, UninterruptAds achieved significant results, with over 40,000 people impacted per hour during the period of the campaign. Social media content garnered over 20 million views, achieving a 99% sentiment rate. Additionally, the campaign generated 8x more earned media than paid media, demonstrating its effectiveness in driving brand visibility and engagement. And the best result of all: 0 people angry with our ads on Spotify.
2025 Awards
Total Points: 3
Merit
Credits
Agency
Africa Creative / São Paulo
Client / Brand
Budweiser / Sao Paulo
Production Company
Modo Integrado / Sao Paulo
La Carretera Films / Sao Paulo
Music / Sound Production Company
Mugshot / São Paulo
Sante Music Agency / São Paulo
Art Director
Leandro Beraldo
Associate Creative Director
Adriano Sato
Creative Director
Hélio Maffia
Yllo Pedra
Director
Mauricio Pisani
Producer
Tatiana Lima
Agency Producer
Gabriela Ferrer
CCO
Sergio Gordilho
ECD
Angerson Viera
Executive Producer
Acauã Sol
Agency Production
Rodrigo Ferrari
Tais Olhiara
Approved by
Daniel Wakswaser
Felipe Cerchiari
Mariana Santos
Andre Mota
Cibele Nunes
Theodora Farran
Barbara Marques
Marcos Madeira
Artistic and Creative
Saudade .
Case Edition
Diego Oliveira
Ana Lígia Carraro
Jonathan Machado
Client Service
Ana Carolina Andrade
Cindy Fujii Matsu
Carlos Barnabé
Gisele Monteiro
Maitê Magoga
Marcelo Yamazaki
Roger Garcia
co-CCO
Mariana Sa
co-COO
Heloísa Pupim
Creative Producers
Thays Miranda
Giovanna Lima
Lais Cattena
Raquel Martins
Creative Research Director
Estevão Mabilia Meneguzzo
Creative Research Manager
Eduardo Berardinelli
Creative Researcher
Bea Ribeiro
Mana Black
Executive
Guta Lima
Executive Producers
Gabi Froemming
Filipe Atihe
Executive Production Sound
Gilvana Viana
Head of Audiovisual Production Ambev
Fernanda Leite
Intern
Marina Rabello
Lead producer
Marcelo Hipólito
media
Thiago Martinez
Renan Soares
Bruna Morales
Amanda Santana
Pablo Meira
Caio Freitas
Mixing and Finalization
Fernanda Galetti
Henrique Oliveira
Leandro Rodrigo
Music Production
Arthur Abrami
Bruno Zibordi
Chico Reginato
Josh Eduardo
Kafé .
Maurício Herszkowicz
Musical Direction
Arthur Abrami
Maurício Herszkowicz
Photography
Lucio Telles
Production Assistant
Valentina De Luca
Production Coordination
Giuliana Tavares
Susi Marques
Project Manager
Theo Etlin
Special Projects Director
Lica de Souza
Strategy
Pedro Fernandes
Wes Gagliano
Thomas Ejnisman
VP of Media
Pedro Eustachio
VP of Special Projects and Creative Content
Juliana Leite
VP of Strategy
Ana Paula Kuroki
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