For The One Show 2022, the brief was to launch Spotify Audiobooks in a big way, connecting authentically with Gen Z and showing them Spotify had more to offer than music.

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Our way in? A little trolling. We built our launch around three of the generation’s biggest artists, disguising audiobook narrations as new music drops. Fans would press play expecting a new track and find themselves pulled into a whole different kind of story. From there, we kept music and literature intertwined through the entire campaign.

 

By tapping into the artists and music culture Gen Z already loved, we set out to make Spotify Audiobooks feel like a natural next chapter in the way they consume media.