Vita Student wanted to cut through the “study noise” and create a campaign that stood out for understanding their audiences behaviour through the revision period and provided a deep level of engagement whilst generating content that could be used to bolster their brand refresh.
We tapped into the student mind-set to find a single truth their audience could align with. What goes hand in hand with revision? Music.
Our approach was a brand partnership with Spotify and The University of Surrey.
Creating a platform built on top of Spotify’s API, we were able to invite students to collaborate on creating their perfect revision playlist through an advanced web-app that accessed the entire Spotify library.
Over the busiest revision week of the year students were invited to add a track to the ultimate revision playlist. The results were then scientifically analysed by the University of Surrey to determine how different tracks impacted the listeners ability to retain information.
Participants were asked to submit the reason behind their choice and their instagram handle - which provided content for “taggable” moments across social media.