Alpha Sessions

How to get the attention of an ad-blind generation?

Challenge: Generation Z has been the ‘it generation’ the last decade, and companies are showering them with targeted ads. However, research shows that gen Z hates ads. They use ad blockers, skip content and pay extra to avoid streaming ads. But the thing is that they also suffer from fear of missing out, so what if we could make gen Z notice Spotify’s audiobooks, by excluding them from our campaign?

Solution: Alpha Sessions is a campaign that targets generation Alpha to get generation Z’s attention – offering content that gen Z would love, such as live readings with their favorite artists, but telling them they can’t have it. Through the use of ads that talk only to gen Alpha, Spotify will induce a sense of urgency in gen Z, cause FOMO, and leave them with one call to action – to find out what the fuss is about. When gen Z arrives at Spotify, they’ll have full access of course. Sly huh?