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Name student: Ilse Kersing
Student number: 0987931
Year: CMS2
Case: Spotify x Deaf

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Yellow and Black Retail Department Store Back to Business Posters

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1) Billboard Poster
As media expression I chose a poster on a billboard. This is my non-mainstream expression. I chose this because you can target with a billboard. For example, the poster could be hung around hearing shops and hearing centers.
Research shows that deaf people are more aware of their other senses. Because they do not receive stimuli through hearing, their brain absorbs more stimuli through sight. The poster will therefore stand out more quickly for deaf people than for hearing people.
2) Youtube Video add
50% of Spotify's target group is under 24 years old. That is why I have chosen to target the deaf youth target group. They are already more familiar with Spotify, because their environment uses it. I combined the video and mainstream communication. Research shows that 90% of 15-19 year olds use YouTube and 78% of 20-39 year olds. This age category therefore matches very well with the target group of Spotify. Youtube is also the second most preferred platform for watching video on tv screens among 18 to 34 years. A very large platform with a lot of reach.
When I start promoting on YouTube it is important that I approach the affinity audience. Affinity audiences allow you to reach people based on a holistic view of their lifestyle, passions and habits. Deafness is part of their lifestyle and habits.

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The poster and video have the same message. Feel (the beat), Read (the lyrics) and then Dance. I have brought this message together in one sentence: “Don't hear the music, feel it, become one.” Not hearing music but feeling is important for deaf people. However, I did not want to make deafness too obvious. They are already confronted with it on a daily basis. In addition, this advertisement could also be for a good hearing person, when they come across a billboard on the street. I made my message on the basis of research. I have researched how deaf people can still connect with music. There was a dancer who first stands with his hand at the box to hear the vibrations, then reads / learns the text and then starts dancing. I have included these steps in my message.

1) Billboard Poster
Research shows that the following points are important for a billboard:
- The use of bright, bold colors
- High contrast in your colors
- A short message, the ambiance says more
- No white background
- 1 logo, 1 image and 1 message
These points are all reflected in the poster. The green bright color of spotify, one clear image, short but strong text and the logo of spotify. The picture shows a dancing woman who shows a lot of emotion. This connects with 'feeling and dancing'. The two points that come up in the text.

2) Youtube Video add
Ads that cannot be skipped on YouTube (non-skippable ads) can be between 15 and 20 seconds and can be shown before, after and in the middle of a video. That is why it was decided not to make the video longer than 20 seconds. In the video I chose a color between pink and red. Red stands for warmth, excitement, enthusiasm and strength. Pink stands for cheerfulness, energy, nurturing and calming. These are all concepts that tie in with the message of the campaign. Bright red is not a good match with the green of spotify, so I chose for a secondary color.

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Why did I make these choices and how would I pitch my idea? 

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Why did I make these choices and how would I pitch my idea? 

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Above you can read in detail what my choices are based on. First I researched the target audience of spotify, the target audience of mainstream channels and on that I based my choice of Youtube. I have also investigated the needs of the deaf. It turned out that they want to feel one with the music, but also want to feel part of society. For example when they go out, have dance lessons or listen to music with friends. A professional deaf dancer has found a solution to still feel the music. I have reflected that in the message. The design, choice of color and length of the video is also based on research.

First I would investigate with the target group whether my video and billboard are catching on. If this is the case, I would like to share a deaf person's opinion of my concept in a video or live. In this way I make the pitch interactive and I share the direct opinion of someone who has to deal with deafness on a daily basis.

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Shaheem Sanchez: Feeling The Music & Being A Deaf Dancer | Spotlight. (2016, 12 december). [Video]. YouTube. https://www.youtube.com/watch?v=XbWyaDy9N1M&t=13s