On Monday 7th June, SPAR will become the first advertiser to run a truly local advertising campaign on Spotify, using a postcode-specific targeting strategy conceived by MEC Manchester.
The campaign will see audio and display ads served to all Spotify users who live in the same postcode sector as a SPAR store, while excluding all users who do not have a store locally. This precise level of targeting will allow SPAR to focus their communication only to those potential customers who live within each store’s catchment area, eliminating the issue of inefficiency and wastage encountered with other national platforms.
The activity forms part of SPAR’s summer of sport campaign which also includes radio, press and significant online and in store activity. The campaign will inform Spotify users of the range of offers at SPAR and will provide a click through to the SPAR website for more information, a store locator, recipe suggestions and health and fitness tips. As well as World Cup related offers, the campaign will also span Wimbledon and the European Athletics Championships in Barcelona – SPAR are a principal partner of European Athletics and an Official Sponsor of UK Athletics.
Adam Margolin, Head of Marketing Support at SPAR, commented “The innovative and highly targeted use of Spotify proposed by MEC allows us to speak directly to our audience in an engaging way whilst avoiding the inefficiencies usually involved with national or regional advertising platforms.”