Google takes on Spotify with pan-Euro music campaign

Google has today launched a pan-European ad campaign for its first music-streaming service, Google Music All Access, as it seeks to take on rivals such as Spotify.

The campaign, by Isobar UK, introduces All Access, the new subscription service from Google Play Music, Google’s digital distribution platform for music.

The service went live in Europe last week and includes access to Google’s music catalogue, free storage of up to 20,000 tracks and a personalised "radio" option, which streams tracks based on a user’s music taste.

The radio function is similar to the service introduced by Google Play's primary rival Spotify in 2011 and pioneered by Last.fm.

Isobar created the marketing campaign, which spans OOH, print and digital. The agency, recently renamed from Glue Isobar, worked with Essence on the digital media and OMD UK on print and OOH.

The campaign imagery aims to reflect Google’s simple aesthetic, with plain ads featuring plenty of white space around the product. The six videos in the digital campaign tell personal stories about people’s relationship with music.

The activity will run in France, Italy, Spain and the UK. Further video content is planned for the autumn.

Isobar’s UK office works with Google on a project basis and was appointed to the international Google Play account in May, after a competitive pitch.

Nick Bailey, the executive creative director at Isobar, said the work was "a conversation-starting campaign, which perfectly reflects the popular, human essence of the Google brand".

Adam King was the creative director for the campaign and Mark Light art directed it.

This article was first published on campaignlive.co.uk

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer