How Hyundai drove straight to its audience with Spotify

How Hyundai drove straight to its audience with Spotify

This is an advertorial published in association with Spotify


MUMBAI: In an industry-first innovation, Hyundai has sponsored Spotify’s popular playlist ‘Discover Weekly’ to drive awareness for the launch of the Hyundai i20 N Line. This is also the first time that this flagship playlist is being sponsored in India.

A fitting partnership since the launch of the Hyundai i20 N Line in India also marks the introduction of Hyundai’s globally popular N Line series in India. With instantly recognisable looks and great handling agility, Hyundai N Line makes each drive a sporty experience. The motorsports-inspired design sets N Line cars apart from everything else and creates a fun-to-drive experience.

“Hyundai is an innovative brand and our prime focus has always been to create unique curated content and engage new-age customers. We firmly believe that our association with Spotify for an industry-first activation of ‘Discover Weekly’ algorithmic playlist will place Hyundai brand at the center of music culture and will further strengthen our brand connect with smart and trendsetter music lovers,” said Hyundai India director (sales, marketing & service) Tarun Garg.

‘Discover Weekly’ is an algorithmically-curated playlist that is personalised and delivered to Spotify listeners across the world every Monday. For a vast majority of these listeners – 36 per cent of who are in the 25 to 34 age range – it’s something they look forward to as they begin their week and to discover new music specially tailored to their tastes and musical preferences. Because of its highly personalised experience, ‘Discover Weekly’ users stream more than two times as long as non-Discover Weekly users. These listeners tend to be smart, savvy, early adopters, and trend-setters who define culture and are eager to embrace the next big thing.

To tap into this influential audience and reach them when they are at their most engaged and in an environment that is personal and authentic, Hyundai partnered with Spotify India to sponsor ‘Discover Weekly’ locally. By placing a brand message at the center of music and popular culture, Hyundai demonstrated to its audience that the Hyundai i20 N Line is the best fit for consumers’ life and lifestyle. Using a mobile overlay and Spotify India’s Audio Everywhere solution, Hyundai was able to tap into the “discovery” mindset of listeners with customised in-playlist messaging, thus driving action to know more about the car and to experience it.

“We're excited that Hyundai is India’s first brand to sponsor ‘Discover Weekly’, a powerful personalisation experience that Spotify uniquely offers our fans. This partnership uses the intimacy of audio, backed by our streaming intelligence, and supercharges discovery for Hyundai’s audience,” said Spotify India head of sales Arjun Ravi Kolady.

Creative: The customised in-playlist messaging consisted of audio spots that were curated to pique the users’ interest in what it would be like to drive the Hyundai i20 N Line and look at the world as their playground. With the sporty roaring exhaust note sound, engine revving, and the car powering through a road, the creatives exemplified that ‘It’s time to play,’ and made listeners feel the sporty fit that the Hyundai i20 N Line is.

(This is an advertorial published in association with Spotify)