Spotify Canada recently launched a series of city-specific playlists that celebrate the particular lifestyles associated with neighborhoods in Toronto, Montreal, Calgary and Vancouver. The campaign is the music streaming service's first since launching in Canada and has been launched in the same time as the brand's offer of three months of service for only 99-cents.
Working with influencers from each of the aforementioned cities, the new Spotify Canada playlists all feature playful references to the neighborhoods that inspired them, like 'Forever Yonge' and 'King of the City,' the latter of which referring to Toronto's 504 King streetcar route. Other playlists, like 'Wishing & Hoping,' are a nod to Calgary's notorious cab problem, or in the case of 'Stan the Man,' Vancouver's love of Stanley Park.
The clever campaign is a great way to establish the service in Canada by forging connections with users based on the preexisting relationship between them and their neighborhoods as an extension of themselves.